In a significant development for the UK's family entertainment sector, a prominent children's attraction in Blackpool has ceased operations after a brief three-year run. The Peter Rabbit Explore and Play venture, which represented a substantial investment of £1 million, has permanently closed its doors, marking the end of an immersive experience that captivated young visitors since its launch in 2022.
Merlin Entertainments' Short-Lived Venture
Peter Rabbit Explore and Play was operated by Merlin Entertainments, the renowned company behind major theme parks across the country including Alton Towers and Thorpe Park. This family-friendly attraction offered a unique, multi-sensory journey into a 'rabbit-sized world' inspired by the beloved Beatrix Potter character and the popular animated television series. The experience lasted approximately 45 minutes, guiding visitors through a series of interactive challenges and themed zones culminating at the Secret Treehouse Club.
Operational Details and Closure
Located strategically along Blackpool's Promenade, the attraction featured standard pricing with children's tickets (ages 1-14) at £9.50 and adult admission starting from £4.50. Despite its wholesome concept and substantial financial backing, the venue closed in November 2025 and has remained shuttered since that time. Current online listings show the site as 'temporarily closed,' though authorities have confirmed the closure is permanent for the 2026 season.
A spokesperson for Merlin Entertainments provided context regarding the attraction's history, stating: 'This attraction gave many young families the opportunity to hop into the oversized world of Peter Rabbit and his friends. For over four years, Merlin partnered with both Silvergate Media and Penguin Ventures to bring these characters to life.' The representative further clarified that the site, which is owned by Blackpool Council, has been under the management of Blackpool Tourism since August 2025, with future decisions about the space resting with that organization.
Management Transition and Future Plans
Blackpool Tourism Ltd has assumed operational control of the building that houses both the former Peter Rabbit attraction and Madame Tussauds Blackpool. A spokesperson for the organization confirmed: 'We can confirm that Peter Rabbit: Explore and Play closed in November and will not reopen for the 2026 season. Since taking over, we have been reviewing refurbishment options for Madame Tussauds and are considering a number of options for the future use of the space.'
Despite this closure, Merlin Entertainments maintains its presence in the Blackpool area through other ventures including Sea Life Blackpool and The Gruffalo & Friends Clubhouse. The company's broader portfolio continues to operate successfully across multiple locations throughout the United Kingdom.
Blackpool's Continued Attraction Offerings
Blackpool remains a vibrant destination for family entertainment despite this specific closure. The town's Pleasure Beach Resort continues to draw visitors with its acclaimed attractions, most notably Valhalla, which has been recognized as Europe's Best Water Ride at the European Star Awards for four consecutive years. This impressive water ride, which first opened in 2000, underwent a £4 million re-imagining project in 2023 and features state-of-the-art special effects.
Valhalla offers an intense experience where riders in twelve longboats journey through extreme elements including fire, ice, and substantial water elements, earning its reputation as 'the UK's wettest ride.' The attraction recently outperformed strong European competitors including Chiapras at Germany's Phantasialand and De Vliegende Hollander at the Netherlands' Efteling theme park, demonstrating Blackpool's ongoing appeal in the competitive leisure and tourism market.
The closure of Peter Rabbit Explore and Play represents a notable shift in Blackpool's attraction landscape, though the destination continues to offer diverse entertainment options for families and tourists. The future use of the Promenade space previously occupied by the rabbit-themed attraction remains under consideration by local tourism authorities as they evaluate the most effective allocation of resources for the region's visitor economy.
