Merlin Entertainments has acquired the operations and brand licenses for Cadbury World, the popular chocolate-themed visitor attraction in Birmingham, UK.

Opened in 1990, Cadbury World attracts more than 600,000 people each year and offers visitors the opportunity to learn about the Cadbury chocolate brand and its heritage and history.

As part of the agreement, Merlin will take over the day-to-day running of the Cadbury World site, its employees, and all operational decisions, as well as holding brand usage rights for Cadbury World in the UK.

Merlin acquired the rights from US-based multinational food giant Mondelez and the deal forms part of Merlin’s broader strategy to engage in IP partnerships with some of the world’s most popular brands across its global estate, with existing partnerships including LEGO, Marvel and the BBC.

Louise Stigant, UK managing director at Mondelez International, said: "Cadbury World is a truly unique experience and since it first opened its doors in 1990, has been enjoyed by millions of families from across the UK and overseas.

"We want to build on the strong foundations we’ve laid so that people can continue to enjoy Cadbury World for generations to come.

"As we approach Cadbury’s 200th anniversary, I’m really excited by this partnership. By working with Merlin Entertainments, we will be able to bring the history and heritage of the Cadbury brand and the joy of chocolate to more and more people.”

Mark Fisher, Merlin's chief development officer, added: "Cadbury World joins our already strong global network of attractions.

"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."