The energy at Excel London remains high as IAAPA Expo Europe moves into its second day. Day two delivered major brand evolutions, exciting intellectual property partnerships, global aquatic innovations, and a deep dive into the growth and investment shaping the UK and Irish attractions market.
Here is everything that caught our eye on the exhibition's second day.
Brand Evolutions and IP Partnerships
P&P Projects x Dr. Seuss Enterprises
P&P Projects announced a major partnership with Dr. Seuss Enterprises to develop new theme park concepts across Europe and Asia-Pacific (APAC), excluding China, Taiwan, Hong Kong, and Macau. Brokered by WildBrain CPLG, the collaboration provides P&P Projects the rights to design immersive attractions based on iconic brands such as The Cat in the Hat, Oh, the Places You'll Go!, and How the Grinch Stole Christmas!.
This timely partnership arrives ahead of major upcoming content milestones, including the 70th anniversaries of The Cat in the Hat and How the Grinch Stole Christmas! in 2027, as well as the big-screen debut of Oh, the Places You'll Go! in 2028.
Momentum Leisure x Leisure Expert Group: The Birth of Episodia
Momentum Leisure used its press conference to officially unveil Episodia, a new umbrella brand for its family theme parks across Central and Eastern Europe. Previously known primarily for the Majaland parks, the company is evolving its platform to unite diverse worlds, heroes, and stories under a single scalable brand.
While the existing parks in Kownaty, Warsaw, and Gdańsk will gradually transition from spring 2027, the announcement also highlighted upcoming developments:
- Episodia Gliwice: Opening in summer 2027, this will be the first park designed entirely under the Episodia brand from day one. A 3D visualisation of the new park was showcased on the show floor.
- Episodia Bucharest: A future destination connected with the broader regional development strategy.
- Beloved Characters in Episodia: The parks will continue working with partners like Studio 100, Nickelodeon, and Peyo, to feature characters such as Maja the Bee, SpongeBob SquarePants, PAW Patrol, and The Smurfs.
Aquatic Innovation with WhiteWater
We also caught up with WhiteWater on the show floor as they detailed all the latest milestones shaping the aquatic entertainment sector. The session spotlighted major new project openings, upcoming global destinations, fresh ride concepts, cutting-edge surf experiences, and ongoing software deployments from Vantage, offering a comprehensive look at what is ahead for water parks heading into 2027.
Industry Insights: The State of the Union
One of the conference highlights for the day was the EDUSession, The State of the Union: The Future of the Attractions Industry in the UK and Ireland - Growth, Investment, and What's Next.
Chaired by Paul Kelly (BALPPA), the panel featured presentations and discussions from industry leaders including Patricia Yates (VisitBritain/VisitEngland), Mike Vallis (Merlin Entertainments), Charles Coyle (Emerald Park), David Nouaille (Puy du Fou), and John McReynolds (Universal Destinations & Experiences).
This lively session focused on how major expansions, destination developments, and substantial investments are transforming the UK and Irish leisure landscape. Leaders shared key insights into the tourism outlook, economic drivers, and how both existing operators and new market entrants are preparing for future growth.
Our Coverage Continues
We will be back on the show floor for the final day of IAAPA Expo Europe 2026. Keep following Theme Park Network for more breaking news, interviews, and ride announcements from Excel London.
