Cadbury World: Merlin begins running attraction

Cadbury World, Merlin Entertainments

Merlin Entertainments has completed a deal to takeover the running of the Cadbury World attraction in Birmingham.

Announced in February last year, the deal was expected to come into effect last summer but faced delays.

The chocolate-based visitor attraction opened in 1990 and has an annual visitation of about 600,000 people.

Merlin’s takeover will also see the company hold usage rights for the Cadbury World brand anywhere in the UK.

The Birmingham attraction re-opens on 25 January but is not expected to be immediately be included in Merlin’s annual passes.

Merlin said the deal would see the company become responsible for the day-to-day running of the Cadbury World site, its employees and all operational decisions.

Fiona Eastwood, a chief operating officer at Merlin, said the company was “thrilled “with the deal.

“Cadbury is one of the world’s most famous chocolate brands and we are thrilled to have its brand experience, the legendary Cadbury World, join our growing Merlin family,” she said.