Merlin Entertainments has completed a deal to take over the running of the Cadbury World attraction in Birmingham.
The chocolate-based visitor attraction was opened in 1990 and has an annual visitation of about 600,000 people.
Merlin’s takeover will come into effect this summer, when it will also hold usage rights for the Cadbury World brand anywhere in the UK.
This could pave the way for further Cadbury World attractions on a stand-alone basis or incorporated existing Merlin attractions.
Birmingham’s Cadbury World is expected to be included within Merlin’s annual passes – which allow access to the company’s UK attractions – at a later date.
Mark Fisher, chief development officer at 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.”