CBEEBIES LAND ATTRACTIONS & HOTEL
Bringing nine of the UK's best-loved children's brands to life to create an immersive world designed especially for preschool families.
PROJECT OVERVIEW
Creating a great family attraction isn't about designing individual rides. It's about creating a world that young children never want to leave.
For CBeebies Land at Alton Towers Resort, that meant transforming nine much-loved CBeebies brands into a cohesive, immersive environment where every attraction, character and guest interaction felt like part of one magical experience.
Working with Merlin Entertainments, I was responsible for the creative development and visual design of nine attractions, helping to establish one of the UK's most successful themed lands for young families.
THE CHALLENGE
Designing an entirely new themed land for preschool children presented a unique creative challenge.
Each attraction needed to remain true to its individual CBeebies brand while feeling like a natural part of the wider land.
The experience had to:
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delight very young guests,
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reassure parents
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and provide memorable moments throughout the entire visit.
So rather than creating nine separate attractions, the ambition was to create one coherent destination where every experience complemented the next.
MY APPROACH
My starting point was always the guest experience.
Every attraction was designed from the perspective of a young child, considering what they would notice, how they would interact with the environment and how storytelling could encourage curiosity, confidence and play.
Working closely with Merlin Entertainments, BBC Studios and a wide range of creative and technical specialists, I developed the creative vision for each attraction while ensuring they worked together as a unified whole.
From ride concepts and themed environments to graphics, architectural details and visual storytelling, every design decision contributed to an engaging and accessible family experience.
THE SOLUTION
The completed land opened with unique attractions inspired by some of the UK's best-loved children's brands, including immersive rides, interactive play experiences and character-led environments.
My creative involvement extended across the entire land, developing the look, feel and storytelling of each attraction while ensuring a consistent visual language connected every experience.
The result was a destination where children could step directly into the worlds they knew from television, creating moments of discovery, imagination and shared family memories throughout their visit.
THE OUTCOME
CBeebies Land has become one of the UK's most popular family destinations and continues to evolve through a series of successful expansions.
The project illustrates how thoughtful experience design, storytelling and brand integration can transform multiple individual attractions into a single destination that families return to again and again.
For me, it remains one of the defining projects of my career—bringing together visitor experience, creative strategy and immersive design to create a world that continues to delight hundreds of thousands of young visitors each year.
SERVICES PROVIDED
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Creative Leadership
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Experience Design
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Creative Direction
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Attraction Design
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Storytelling
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Guest Journey Design
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Concept Development
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Environmental Graphics
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Brand Integration
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Visual Development
UK THEME PARK AWARDS
CBeebies Land won a Gold award in 2020 for being the Best Themed Family Area
Hey Duggee's BIG Adventure Badge won a silver award in 2022 for being the Best Play Experience
CBeebies Land won a bronze award in 2024 and 2025 for being the Best Theme Park for Toddlers.
ATTRACTIONS SHOWN
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Charlie and Lola's Moonsquirters and Greendrops interactive activity playground
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Nina's Science Lab hands-on exploratory
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Octonanuts "My First Coaster" roller coaster
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Go Jetters Vroomster Zoom heavily themed flying carriage carousel and surrounding area
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Furchester Hotel - LIVE Theatrical character puppet show in themed purpose built show building
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Hey Duggee's Big Adventure Badge Fully themed outdoor playground with entertainment area and characters
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Jojo and Gran Gran at Home indoor playspace with themed interactive elements to explore
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Sensory Space with calming immersive sound, lighting and tactile furnishings
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Andy's Dinosaur Adventures outdoor scavenger hunt and indoor showspace with live dinosaur!
CBEEBIES LAND HOTEL COMING SOON....
The creative work on this website has been commissioned by a variety of clients. All trademarks, characters and IPs are the copyrighted property of their rightful owners, no infringement or misrepresentation is intended in any way.