A Midlands family attraction is conjuring up an enchanting February half-term with the launch of Professor Zoobee’s Magic Academy, while taking steps to make family days out more affordable during the cost-of-living crisis.

Hatton Adventure World’s new magical experience, running February 15-23, will see young visitors crafting their own wands, learning spells, and enjoying family magic shows. The venue has introduced a new pricing structure starting from £11.50 per person when booked online, aiming to make premium family entertainment accessible to more people.

“Creating magical memories shouldn’t break the bank,” explains Johnnie Arkwright, the venue’s owner. “Our new pricing ensures families can enjoy a premium day out without premium prices.”

The 100-acre countryside site offers protection from winter weather with extensive indoor attractions, including one of the region’s largest soft play centers. Animal enthusiasts can meet newborn lambs and piglets in the covered farmyard, handle guinea pigs in their dedicated village, and get up close with reptiles in the Scales & Tails area.

Outdoor adventures continue regardless of weather, with falconry displays, fairground rides, and a towering helter-skelter providing traditional family entertainment. The adjacent shopping village, featuring 20 independent units, completes the day out experience.

The initiative comes as many family attractions face the challenge of maintaining visitor numbers while households tighten their entertainment budgets. Hatton’s response suggests a growing trend toward more flexible pricing in the leisure sector.

Early booking is recommended through the venue’s website, with additional savings available for advance tickets and group bookings.