By Allison Watkinson
TLL Reporter
GOSH Charity has partnered with RG Live and Culture Creative to create additional licensed Neverland trails based on JM Barrie’s Peter Pan.
Through the renewed partnership, RG Live and Culture Creative will develop and manage a range of immersive indoor and outdoor trails across the UK, Europe and territories around the world.
“Neverland is such an iconic world and GOSH Charity such an exceptional organisation,” said Culture Creative managing director, Zoe Bottrell. “It’s a thrill to create trails that will transport visitors to this land of magic, imagination and adventure.”
Inspired by Neverland and Peter Pan, the officially licensed trails will transform the grounds of well-known tourist locations with lighting, immersive storytelling and atmospheric soundscapes.
The first Neverland trail created for the updated licensing partnership will take place at Kenwood on London’s Hampstead Heath from November 21 to January 3, 2025.
Neverland at Kenwood is produced by RG Live and created by Culture Creative in partnership with GOSH Charity and English Heritage.
“We can’t wait to bring these incredible trails to audiences, giving them a magical and unforgettable experience while also supporting the fantastic work of GOSH Charity,” said RG Live director, Matthew Findlay.
Further trails across the UK and international territories are now in discussions, with additional announcements expected soon.
“After the huge success of our first Neverland trail at Blenheim Palace last Christmas, we are delighted to once again be working with expert partners RG Live and Culture Creative to bring this magical world to life for the second year,” said GOSH Charity senior brand licensing manager, Jenny Martin. “Neverland resonates particularly well with live events audiences and we can’t wait for more people to come face to face with JM Barrie’s beloved characters this festive season. What’s more, every ticket sold helps raise funds for seriously ill children at Great Ormond Street Hospital,” added Martin. “We can’t wait for this next chapter in our Neverland journey, with many more exciting opportunities on the horizon across the UK and beyond.”
As the GOSH Charity’s literary and entertainment agent, The Blair Partnership will handle all inquiries regarding the Neverland trails.
The Blair Partnership agency will also continue to help the charity develop the world of Neverland through consumer products, live events and licensed content.
The author JM Barrie first gifted the rights to his Peter Pan story to the Great Ormond Street Hospital (GOSH) in 1929.
Since then, the GOSH Charity has used the money raised from the property’s licensing activations to support the children-centred hospital’s medical research, equipment, patient support services and ongoing maintenance needs.
Culture Creative is a UK-based creative development and production management company that works to develop projects across art, sports, heritage, tourism and more.
Since 2013, Culture Creative has worked with the entertainment promotion company RG Live to create illuminated trails in various venues across the UK and overseas.
A wholly owned division of Sony Music Masterworks, RG Live produces and promotes over 300 events annually in over 50 locations around the world.
First founded in 1966, the company creates and produces live events and experiences like illuminated trails, concerts, music festivals and experiential concepts.
Image Courtesy of RG Live, Culture Creative, GOSH and Sony Music.