Steve Backley launches Cadbury House – where you can taste the joy of the London 2012 Olympic Games

Cadbury announces plans for Olympic House in Hyde Park, where you can share in the magic of Joyville

Former Olympian, Steve Backley has revealed that Cadbury, the Official Treat Provider of the London 2012 Olympic and Paralympic Games, will be bringing Cadbury House to Hyde Park as part of the BT London Live experience throughout the London 2012 Olympic Games.

Open from 27 July until 12 August, Cadbury House will be a free interactive experience that will bring the magic of Cadbury to life right before your very eyes and celebrate the magical, mythical world of Joyville, where Cadbury Dairy Milk comes from.

Having been on the podium in three Olympic Games, Backley is keen for as many people as possible to experience the magic of London 2012. As a spectator himself this time around he will be highlighting the importance of alternative ways to experience the Olympic Games in the host city.

Steve Backley commented: “Having worked with Cadbury during its journey to London 2012 I am delighted to be working with them again to highlight how they are bringing people together to celebrate and feel a part of the spirit of the Olympic Games this summer. There are many different magical experiences that form part of Cadbury House but the one I am most excited about is the Great Games Zone, where people will get the chance to try their hand at a number of sports with a Cadbury twist.”

As we get even closer to the Games, Cadbury will also be enlisting the help of a celebrity curator to really bring the true Cadbury spirit to life and help the British public to have an even more joyful experience of London 2012. The lucky celebrity will play their part in making this enchanting destination become reality as they bring a smile to each and every visitor’s face.

Cadbury House will be inviting visitors to enter the magic through a giant walkway, passing into the Joyville tasting zone to experience the deliciousness of Cadbury Dairy Milk chocolate, before continuing into the Chocolatrium to take part in five Cadbury experiences for Twirl, Creme Egg, Wispa, Freddo and Cadbury Dairy Milk. Their journey then moves into the Great Games Zone to get a true taste of what it’s like to be in the shoes of an Olympic athlete including the chance to go head to head in a virtual race against with Rebecca Adlington before receiving their celebratory chocolate medal. Every step of the journey will be filled with Cadbury magic helping to make visitors truly feel part of, and enjoy celebrating, the Olympic Games.

Cadbury House will form part of BT London Live, a partnership between the Mayor of London, The Royal Parks and The London Borough of Tower Hamlets and the capital’s premier event for the open-air screening of the London 2012 Olympic and Paralympic Games.

Clare Tasker, Head of Consumer Marketing for London 2012 at Cadbury commented: “Cadbury House is opening up the doors of magical imagination to the world, sharing everything that embodies both the spirit of the Games and the magic of Cadbury with as many people as possible.

“Cadbury House is a big part of the culmination of two years of Cadbury’s sponsorship of London 2012. We’ve been making consumers feel part of the 2012 Games in a fun and exciting way by playing games with Cadbury Spots v Stripes, keeping the athletes motivated with Keep Singing, Keep Team GB Pumped, having fun with our Creme Egg Goo Games and giving people the chance to actually experience the Games live with hundreds of ticket giveaways.”

BT London Live at Hyde Park will provide a series of large screens across the park giving unparalleled coverage of each medal event courtesy of the BBC, sports participation for all the family within an exclusive Sports Court and concerts. Food and drink areas will be available throughout the site with attractions to the site being added right up to opening.