Kids entertainment brand Nickelodeon and the Pleasure Beach amusement park in Blackpool are to partner in the development of the UK's first Nickelodeon-branded attraction.

Nickelodeon's shows and characters will feature in more than 14 attractions covering an area of six acres at Pleasure Beach, with construction of Nickelodeon Land scheduled to begin in the autumn. A grand opening is planned for the spring of 2011. Gerald Raines, senior director at Nickelodeon Theme Parks and Attractions said: "This is an ideal location for Nickelodeon and a great opportunity to expand our global presence. We look forward to offering the Pleasure Beach patrons experiences that are unique to Nickelodeon."

Amanda Thompson, managing director of Pleasure Beach, Blackpool said: "We are delighted to welcome Nickelodeon to Pleasure Beach. Nickelodeon Land will combine Pleasure Beach's reputation for amazing rides and attractions with Nickelodeon's favorite fun characters to produce a wonderful attraction, which will wow visitors to the park." Under the terms of the agreement, Nickelodeon will bring its characters, interactive shows, and signature green slime to Pleasure Beach, along with new rides, attractions, retail shops, games and food service establishments. All will be themed with Nickelodeon characters including SpongeBob SquarePants, Dora the Explorer, Fairly Odd Parents and Avatar: The Last Airbender.

The new attraction will join Nickelodeon Universe in Minneapolis' Mall of America; Nick Central at Dreamworld Australia; and Nickland at Movie Park Germany, together with the Nickelodeon attractions at the Universal Studios theme parks in Orlando, Florida and Hollywood, California.