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Plopsa

Plopsa is the theme park division of , a Belgian media and entertainment company founded by Gert Verhulst and Hans Bourlon, specializing in family-oriented amusement parks themed around popular characters from Studio 100 productions such as , , and . Operating eight parks across , the , and , with three additional licensed parks in via joint ventures, Plopsa combines indoor and outdoor attractions, water parks, and seasonal events to deliver immersive experiences for children and families, attracting over 3.4 million visitors annually as of 2024. The origins of Plopsa trace back to 2000, when the Belgian park Meli-Park was rebranded as to incorporate Studio 100's intellectual properties, marking the beginning of its expansion into a network of themed destinations. Further growth occurred in 2006 with the opening of Plopsa Coo (later renamed ), followed by the 2010 acquisition of Germany's Holiday Park, rebranded as Plopsaland Deutschland in 2025. In the , Plopsa Indoor launched in 2010 as the group's first indoor park outside , while expansions into began with Majaland Kownaty in 2018, followed by Majaland in 2022 and Majaland in 2024. Plopsa's portfolio includes a mix of flagship outdoor parks like Plopsaland and Plopsaland Deutschland, indoor venues such as Plopsa Indoor and Plopsa Station (scheduled to close on January 4, 2026), and water parks including Plopsaqua and Plopsaqua Hannut-Landen, all designed with age-appropriate rides, shows, and interactive zones emphasizing safety and education through play. Notable recent developments feature significant investments, such as the €100 million upgrade at Plopsaland Deutschland, which introduced The Smurfs’ Adventure in 2025 and plans a new Plopsaqua by 2028, alongside collaborations like a Tomorrowland-themed . These initiatives underscore Plopsa's commitment to innovation and character-driven entertainment, solidifying its position as a leading European family leisure operator.

History

Founding and early development

Studio 100 was founded in 1996 by Gert Verhulst, Danny Verbiest, and Hans Bourlon as a specializing in children's entertainment. The trio had previously collaborated on the popular Belgian children's TV series Samson & Gert, which debuted in 1989 and became a cornerstone of their early work, emphasizing family-friendly content with humor and educational elements. This initial focus on television programming laid the groundwork for Studio 100's expansion into live experiences and branded entertainment. In 1999, acquired Meli Park, a longstanding in Adinkerke-De Panne, , originally established in 1935 by the Meli honey company with a bee-themed concept. The purchase allowed to diversify beyond media production into physical attractions, aligning with their character-driven IPs. After extensive renovations to retheme the park around 's portfolio, it reopened on April 20, 2000, as —the inaugural Plopsa-branded venue. The name "Plopsa" derived from characters like Kabouter Plop, symbolizing the integration of TV favorites into immersive park environments. Plopsaland De Panne's early development prioritized family-oriented attractions tailored for young children, featuring rides, shows, and interactive zones based on properties such as Kabouter Plop and Piet Piraat. These elements transformed the former Meli Park into a narrative-driven destination, with themed areas like Plop's Forest and pirate adventures that encouraged parent-child engagement. By 2005, had secured full ownership of the park by acquiring remaining shares from co-investors, solidifying Plopsa's position as a key extension of their entertainment ecosystem.

Expansion in Belgium

Plopsa's expansion within began with the acquisition and integration of existing attractions, marking a shift toward themed aligned with characters. In December 2005, Plopsa acquired the adventure park Télécoo near the Coo waterfalls in , which had operated since 1976, initially maintaining its outdoor adventure focus before full integration in 2006 with themes such as those from Plop and . This transformation into Plopsa Coo emphasized -oriented rides and shows, expanding Plopsa's footprint into . Simultaneously, Plopsa launched its first dedicated indoor venue on December 24, 2005, with Plopsa Indoor in the Grenslandhallen, establishing Belgium's inaugural indoor theme park and providing year-round access to attractions like the Wickie Coaster and Bumba-themed areas. This move catered to Limburg's regional audience, drawing over five million visitors by 2025 through consistent investments in shows and play zones. Further growth came in 2019 when Plopsa acquired the struggling Comics Station Antwerp, an indoor attraction in Central Station that had debuted in 2017 with themes from like and . Reimagined and reopened as Plopsa Station Antwerp on October 23, 2021, it incorporated elements such as K3 and Bob de Bouwer, enhancing urban accessibility for short family visits with rides like The Flying Bikes. In October 2025, Plopsa announced the permanent closure of Plopsa Station Antwerp, effective January 4, 2026. In 2021, Plopsa diversified into water parks with the opening of Plopsaqua Hannut-Landen near Hannut, a €25 million investment featuring 4,800 square meters of slides, pools, and themed zones for young children, complementing the existing Plopsaqua . This second Belgian water facility boosted year-round options in , emphasizing family wellness and adventure. To unify branding, Plopsa Coo underwent a major renovation and rebranding to Plopsaland in July 2025, aligning it with the flagship Plopsaland model while preserving its location and natural features like the nearby waterfalls. This update included new zones such as Mayaland with Studio 100's , reinforcing Plopsa's domestic portfolio through targeted theming and infrastructure upgrades.

International growth

Plopsa's international expansion commenced in 2010 with the opening of its first park outside , Plopsa Indoor Coevorden, located in Dalen, , on April 30. This indoor theme park marked the company's entry into the Dutch market, offering year-round family entertainment themed around characters. In the same year, Plopsa acquired Holiday Park in Haßloch, , integrating it into its portfolio to establish a foothold in the German amusement sector. These moves represented a strategic shift toward cross-border growth, leveraging the appeal of familiar children's IPs to attract regional visitors. Following the initial acquisitions, Plopsa focused on operational enhancements and to strengthen its international presence. In March 2024, the company announced an initial €80 million investment in Holiday Park to introduce new attractions and themed areas, with plans expanding to a total of €100 million for the park's transformation and surrounding regional development by 2028. This culminated in the official of Holiday Park to Plopsaland Deutschland, with its grand opening on June 30, 2025, featuring updated theming and family-oriented experiences while retaining select holiday elements. Concurrently, to unify branding across its operations, in was renamed Plopsaland Belgium during the summer of 2025, aligning it with the nomenclature used for its Dutch and German sites. As of 2025, Plopsa's portfolio includes eight parks across , the , and , serving over 3.5 million visitors annually, with no confirmed expansions into additional countries such as despite occasional speculation in media reports. Earlier references to potential Polish sites were clarified to encompass existing Belgian locations rather than new international ventures. This measured approach emphasizes sustainable growth in neighboring markets, prioritizing investments in existing assets over rapid new openings.

Parks and attractions

Theme parks

Plopsa operates several theme parks across , the , , and , each designed to immerse families in the whimsical worlds of characters through rides, shows, and interactive experiences. These parks emphasize family-friendly entertainment, with attractions tailored primarily to children and their parents, featuring beloved figures from Belgian and media. The portfolio includes both expansive outdoor venues and compact indoor facilities, ensuring accessibility regardless of weather. Plopsaland in , on the Belgian coast, is Plopsa's flagship outdoor theme park, boasting over 55 attractions, including 15 indoor ones, centered around characters like Bumba the clown and . Key features include thrilling roller coasters such as Heidi The Ride, family shows like the Bumba Amico Show, and themed zones that blend adventure with playful storytelling. The park targets families with children of all ages, offering a mix of gentle rides for toddlers and more exhilarating options for older kids, and operates year-round with extended hours during peak seasons. Plopsaland Ardennes, located at the foot of the Waterfalls in the region of , is an adventure-themed outdoor park with more than 20 attractions that integrate natural surroundings with immersive experiences. Highlights include roller coasters like Vicky The Ride, water-based splash attractions such as DinoSplash, and shows featuring in zones like the new Mayaland. It emphasizes family immersion in the scenic landscape through nature-inspired rides and performances, catering to adventure-seeking families with children, and runs seasonally from late March to early November. Plopsa Indoor , situated in the heart of province in , is a year-round indoor theme park offering over 25 attractions in a climate-controlled environment ideal for younger visitors. The park features dedicated zones for characters like K3 and Piet Piraat, including interactive rides, ball pools, a magical theater for shows, and meet-and-greet opportunities such as the Bumba Festival parade. Targeted at children aged 2 to 7 and their families, it provides gentle, educational play areas alongside mild thrill elements like the Wickie Coaster, ensuring all-weather enjoyment. Plopsa Station Antwerpen, a compact indoor venue integrated into Central Station in , spans four floors with more than 15 attractions focused on quick, engaging family outings. It highlights interactive exhibits and mini-shows featuring characters like in rides such as Flying Bikes, alongside comic-inspired areas with Smurfs and Bob et Bobette, promoting urban accessibility for travelers. Designed for all ages but especially small children, the park offers convenient, bite-sized entertainment in a high-traffic location and operates year-round until its scheduled closure in early 2026. Plopsa Indoor , located in , , is an indoor-outdoor facility with around 30 attractions, 12 of which are ticketed rides, welcoming Dutch-speaking families to themed realms. Key areas include zones for Juf Roos, K3 Rollercoaster, and Bumba, with features like climbing mountains, Viking-themed coasters, and free play spaces that encourage imaginative exploration. Aimed at children aged 3 to 11 and their parents, it combines educational elements with fun, low-intensity adventures and remains open year-round for consistent access. Plopsaland Deutschland, in Haßloch, , , is a large outdoor park with over 40 rides that fuse themes with local German favorites for broader European appeal. Attractions encompass family coasters like the upcoming ride, indoor adventures such as The Smurfs' Adventure, and zones featuring and , alongside shows that highlight cross-cultural characters. It serves families seeking a mix of thrills and character-driven immersion, with a post-2025 emphasis on expansion through new themed areas, and operates seasonally from late March to late fall. Majaland Kownaty, located in Kownaty in western , is an indoor-outdoor theme park that opened in 2018, offering over 25 attractions themed around characters such as and . Highlights include the Werewolf wooden roller coaster, Vikings' Rollercoaster, a family freefall tower, and interactive playgrounds with shows and performances. Targeted at families with children aged 3 to 12, it provides a mix of thrilling rides and gentle play areas in a year-round facility, with extended outdoor access during summer. Majaland Warsaw, situated in Piaseczno near , , is a primarily indoor theme park that opened in , featuring more than 25 attractions in a climate-controlled environment focused on immersive character experiences. Key elements include themed zones for , , and Bumba, with rides, carousels, water play areas, and live shows promoting imaginative fun. Designed for children up to age 10 and their families, it emphasizes and through play, operating year-round as part of a larger complex. Majaland Gdańsk, located in , northern , is an indoor-outdoor theme park that opened in June 2024, spanning 20,000 square meters with 25 attractions blending adventure and character-driven entertainment. Attractions feature roller coasters, carousels, a water playground, dancing fountains, and zones inspired by and other figures, including seasonal shows. Aimed at families with young children, it offers year-round indoor access with outdoor expansions in warmer months, prioritizing safety and thematic immersion.

Water parks

Plopsa operates two dedicated water parks in , both combining indoor and outdoor facilities to enable year-round access and cater to families with a focus on safety through enforced swimwear guidelines and age-appropriate attractions. These parks incorporate characters to enhance thematic immersion, emphasizing family-oriented water recreation over high-thrill elements. Plopsaqua De Panne, situated adjacent to along the coast, functions as an indoor and outdoor water park with a Viking theme that evokes adventurous seafaring tales. It features over 15 water attractions, including a lively for group play, a rapid river for relaxed floating, and multiple slides such as the 19-meter-high Sky Drop for a near-vertical plunge, the Disco Slide combining water with lights and music, and buoy-based Sliding Tires for shared rides. Additional amenities include a dedicated lane , pool with splash areas, and an outdoor with interactive effects, all designed to accommodate various skill levels while prioritizing supervision and non-slip surfaces. The park's year-round operation allows for seasonal flexibility, with indoor areas maintaining comfortable temperatures during cooler months. Plopsaqua Hannut-Landen, which opened in 2021 to serve central 's population, blends indoor and outdoor spaces in a lighthearted, character-driven environment inspired by tropical and motifs through figures like and Bumba. The facility boasts more than 15 attractions across approximately 4,000 square meters, highlighted by a storm-themed that simulates weather effects, a whitewater rapids river for gentle drifting, a 25-meter competition-style pool with eight lanes, and jacuzzis for relaxation. Key slides include the adrenaline-pumping Sky Drop, family-friendly Flip's Slide, and the multi-person Wild River, alongside kids' racing slides and the Aqua'Splash playground. A standout feature is the Bumba splash zone in the toddlers' pool, where young visitors can slide on whale-shaped chutes and interact with -themed water elements under close supervision. Like Plopsaqua , it supports all-weather visits via heated indoor sections and upholds rigorous safety protocols, including height restrictions on slides starting at 1.0 meter.

Other assets

Plopsa Station serves as a compact indoor situated within , providing family-oriented entertainment directly integrated into a major urban transportation hub. Opened in 2021 as a rebranded version of the former Comic Station , it spans four floors and offers more than 15 attractions tailored for children up to age 10, emphasizing accessibility for brief visits during travel. Key features include themed rides such as the Bob et Bobette racing circuit, pedal-powered Flying Bikes, and Wickie's Falling Tower drop ride, alongside interactive elements like merry-go-rounds and a car spinner inspired by K3. Character meet-and-greets with beloved figures, including Bumba, , , , and Bobette, allow for personal interactions that enhance the immersive experience. Play areas, such as , provide climbing, sliding, and exploratory fun for younger visitors, fostering active engagement in a controlled indoor environment. This standalone site underscores Plopsa's strategy for urban accessibility, delivering low-commitment, all-weather entertainment options for city residents and commuters who may not have time for full-day outings to larger parks. Tickets are available for dated or flexible entry, with an all-weather guarantee ensuring value regardless of external conditions. In October 2025, Plopsa announced the permanent of Plopsa Station on January 4, 2026, citing low visitor numbers after four years of operation, marking the first such closure in the company's history. As of late 2025, this remains Plopsa's primary supplementary asset outside its theme and water parks, with no other major permanent installations.

Business operations

Ownership and management

Plopsa operates as the theme park division of , a entertainment company founded in 1996 by Gert Verhulst, Hans Bourlon, and Danny Verbiest to produce family-oriented content including television series and live shows. As a subsidiary holding company, Studio Plopsa NV oversees the theme park operations, integrating Studio 100's character brands such as Plop and into park experiences. Leadership at Plopsa is headed by CEO Carl Lenaerts, who assumed the role in October 2023 following interim management by Koen Clement and Koen Peeters. Lenaerts reports to 's executive structure, where founders Verhulst and Bourlon continue to exert significant influence as co-CEOs, guiding strategic decisions that align park developments with the parent company's media ecosystem. This integration ensures that Plopsa's operations reflect 's emphasis on family entertainment, fostering a corporate culture centered on emotional connections through branded characters and values like safety, quality, and guest satisfaction. The organizational structure is centralized at Plopsa's headquarters in Adinkerke-De Panne, , where De Pannelaan 68 serves as the primary administrative hub for , , and across all sites. Regional park managers handle day-to-day operations at international locations, such as Plopsa Coo in and Holiday Park in , allowing for localized adaptations while maintaining oversight from the Belgian base. The group employs approximately 300 full-time staff, supplemented by seasonal workers during peak periods to support operations at its eight parks, emphasizing a environment that mirrors Studio 100's character-driven ethos.

Investments and developments

In recent years, Plopsa has pursued a strategy centered on character-driven expansions leveraging its intellectual properties, alongside commitments to through energy-efficient designs and eco-friendly materials in new builds. This approach has encompassed developments, parks, and upgrades across its portfolio. A key project in this strategy was the €25 million construction of Plopsaqua Hannut-Landen, a family-oriented in that fully opened in 2021 after partial delays due to the . The facility features themed slides and pools inspired by Plopsa characters, emphasizing accessible family entertainment. In 2024, Plopsa announced a €100 million master plan for Holiday Park in , including €80 million for and overhauls, the rebranding to Plopsaland Deutschland in June 2025, and new openings such as the Smurfs-themed in summer 2025. This multi-phase investment aims to transform the site into a character-focused with enhanced family zones. Announced in September 2025, Plopsa's €25 million expansion at marks its largest single-park project to date, introducing the Plopsaland Plaza area with a flagship flying theatre attraction set to open in 2027. The development integrates sustainable elements like solar-powered features and will serve as a central hub for shows and dining. In November 2025, Plopsa opened , a renovated site offering spaces for mobile homes, caravans, and tents adjacent to and . Looking ahead, Plopsa plans further enhancements at Plopsaland Deutschland through 2030 as part of the €100 million long-term commitment, including potential additions and expansions, while considering minor updates at its Dutch sites to maintain regional appeal.

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