Mondelēz International today announced an exclusive new partnership with Merlin Entertainments that will see Merlin acquire the operations and brand licenses for Cadbury World in the UK.
Opened in 1990, Cadbury World is one of the West Midlands’ most popular attractions with more than 600,000 people visiting every year.
As part of the agreement, Merlin Entertainments will be responsible for the day-to-day running of the Cadbury World site, its employees, and all operational decisions, as well as holding brand usage rights for Cadbury World in the UK.
“Cadbury World is a truly unique experience and since it first opened its doors in 1990, has been enjoyed by millions of families from across the UK and overseas. We want to build on the strong foundations we’ve laid so that people can continue to enjoy Cadbury World for generations to come,” Louise Stigant, UK MD at Mondelēz International, said.
“As we approach Cadbury’s 200th anniversary, I’m really excited by this partnership. By working with Merlin Entertainments, we will be able to bring the history and heritage of the Cadbury brand and the joy of chocolate to more and more people.”
The partnership forms part of Merlin’s broader strategy to engage in IP partnerships with some of the world’s most popular brands across its global estate, with existing successful partnerships including LEGO, Bear Grylls, Marvel and BBC.
“We have long admired Cadbury as the nation’s favourite chocolate brand and have already successfully worked together across a range of experiential activities and retail spaces in our UK theme parks,” Mark Fisher, chief development officer at Merlin Entertainments, said.
“We are now excited to continue the relationship and bring to life the sights, smells and fun experiences that chocolate lovers have come to know and love, but just with the additional helping of some Merlin magic.”
The new partnership is expected to take effect from summer 2022, subject to regulatory approvals.
