Industry News


22 Sep - 2020

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Italy’s best-loved park strengthens partnerships with the best-known companies in the restaurant and early childhood sector. Among the novelties, the “First Tasting Menu” in collaboration with HiPP Biologico, the Pampers nurseries and Chicco strollers

In the winning and increasingly popular formula that distinguishes the success of Leolandia, Italy’s number 1 amusement park for families with children up to 10 years of age, a central role is played by the offer of excellent quality services, the result of long-term partnerships with leading companies in their respective sectors. Facilities able to put families, even with babies in tow, in a position to enjoy the contents of the park in total relaxation and carefreeness, while allowing partners to establish a direct and privileged relationship with the public, in a context characterized by high involvement.

A strategy that continues in 2020, despite the limits imposed by the health emergency and lockdown: during the season, in fact, Leolandia has defined a series of new agreements that have helped to confirm the public’s appreciation of the park, recently named for the fourth consecutive year “Italy’s Most Loved Park” by Tripadvisor.

It starts with the new nurseries made with Pampers, a reference brand in the market of diapers and wipes for children under Fater, the first company in Italy in the field of absorbent products for the person. The partnership, which has seen the two brands working side by side for some time in consumer competitions and loyalty programs, has led to the theme of the premises and the inclusion of new services for mothers, such as comfortable nursery chairs, changing tables and towel dispensers; to date, the park has 9 nurseries, 4 of which are Pampers brand.

New entry also on the catering front with the “First Tasting Menu” in collaboration with HiPP Biologico: the well-known company specialized for over 60 years in organic and high quality products for children, has developed an ad hoc proposal for Leolandiathat includes ready meals, fruit smoothies and baby cereal puffs, all strictly BIO. The menu is available in 4 restaurants and can also be purchased online.

Also in the restaurant sector is the new collaboration with Cameo thanks to which an interesting edutainment project will be realized in the Farm area: the beloved Muu Muu cow and her funny friends will accompany visitors to Leolandia to discover the Animal Farm, through an informative and experiential path.

As far as services to parents are concerned, another great novelty is the agreement with Artsana, which provides through the Chicco brand 40 baby carriages for the rental service and 140 highchairs available free of charge in all refreshment points.

Looking at older children and adults, the historic collaboration with Unilever is worthy of note, which, in addition to providing various references to the park, is the protagonist of important product placement operations: it is in fact present with the brand Algida in the Bay of Small Surfers, water playground frequented by children during the summer months, and at La Serra Italia, snack bar specializing in piadine romagnole, sweets and ice cream, characterized by the iconic heart incorporated in the structure.

David Tommaso, Marketing and Sales Director of Leolandia, said: “Leolandia is first of all a producer of experience and this allows us to study particularly effective product placement operations. We guarantee excellent positioning in terms of target affinity, quality of placement and degree of audience involvement, which interacts with the brand actively and in a positive context. We are always open to evaluate new collaborations, with the aim of making the visit of the park even more satisfying and complete in the eyes of our young and old guests“.

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