Okken, the company that purchased Blackpool’s North Pier for £10m earlier this year, has installed a group of new rides and attractions at the end of the Grade II-listed attraction.

The rides are part of “a series of enhancements” designed to secure the future of the 163-year-old landmark, and feature in Okken’s family-friendly Summer Land event.  

And the new owners have wasted little time picking up the industry spiel selling the value for money family entertainment message. “Our newest concession, Summer Land Kids Rides and Attractions, now open throughout the summer season at Blackpool North Pier,” said a spokesperson.

“Looking for a fun-filled family day out? The North Pier offers something for the whole family. Our beloved peaceful pier with a couple of children’s rides and classic seaside attractions to keep the kiddies entertained! Summer Land has something to keep the little ones smiling – all at prices the whole family will love.”

The National Piers Society welcomed the installation of the kiddie rides, carousel, bungee trampoline and land train as “a notable early sign of investment.”

“This development has proved to be somewhat controversial, since it has been felt by some to be the first step towards the pier being transformed into the realms of the South or Central Pier. It is, however, worth approaching the situation in a balanced manner, and with the new owners the pier’s operational situation has indeed changed.”