Theme park firm signs sweet deal for Cadbury World

Theme park firm Merlin Entertainments has acquired the operations and brand licenses for Cadbury World in Bournville, Birmingham.

More than 600,000 people visit the chocolate factory every year to learn about the heritage of Cadbury’s.

The partnership involves Merlin taking over the day-to-day running of the site, its employees and all operational decisions alongside holding brand usage rights for Cadbury World in the UK.

Cadbury owner Mondelēz International which bought the company in 2010, said the partnership will bring the heritage of Cadbury to ‘more and more people’.

Louise Stigant, the UK’s MD at Mondelēz said: “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.”

Merlin already runs the Sea Life Centre, Alton Towers Resort, Madame Tussauds and The London Eye to name a few attractions.

Mark Fisher, chief development officer for Merlin Entertainments said: “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.

“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 move is part of Merlin’s strategy to engage in IP partnerships with popular global brands. It already has deals with LEGO, Bear Grylls, Marvel and the BBC.

The partnership is subject to the CMA confirming they have no objections. Subject to successful completion, the new partnership will take effect from summer 2022.