At Parques Reunidos, leisure is more than entertainment. It is a way to create meaningful connections, bring happiness across generations, and contribute positively to the communities where we operate. Living our purpose means ensuring that today’s memorable experiences help build a better tomorrow.

That is why we are especially proud of BonBon-Land, our Danish park, for joining forces with Denmark’s 12 largest humanitarian organizations to support Danmarks Indsamling 2026, a nationwide initiative raising funds for children growing up in extreme poverty in forgotten crises around the world.

Beyond raising awareness, BonBon-Land is actively supporting the initiative through several concrete actions, including an auction offering a unique park experience and participation in community events such as a children’s charity run involving well-known public figures, helping bring visibility and engagement to the cause.

This commitment reflects our belief that caring for people and strengthening communities must go hand in hand with delivering joy. To learn more, we spoke with Mette Nielsen, Communications Director at BonBon-Land.

Mette, why is supporting Danmarks Indsamling important for BonBon-Land?

At BonBon-Land, children and families are at the heart of everything we do. Supporting Danmarks Indsamling is a very natural extension of our responsibility as a leisure park and as part of Parques Reunidos. This year’s focus on children growing up in extreme poverty in forgotten crises is especially meaningful. These children face challenges most of us can hardly imagine, and we feel a strong responsibility to stand with them.

How does this initiative connect with the values of Parques Reunidos?

Parques Reunidos’ purpose is about creating authentic, memorable experiences while genuinely caring for people and the communities around us. Danmarks Indsamling embodies that same spirit of responsibility, solidarity and long-term impact. By supporting this initiative, we are contributing to something bigger than ourselves, helping ensure dignity, protection, and opportunity for children who need it most.

Can you explain what makes Danmarks Indsamling unique?

Danmarks Indsamling is a powerful example of collective action. Once a year, 12 humanitarian organizations and Danmarks Radio (DR) come together around the UN Sustainable Development Goals, focusing on goals related to poverty, health, education and access to clean water. Since 2007, the initiative has raised more than DKK 1.7 billion and helped over seven million people improve their lives. It shows what can happen when society unites around a shared purpose.

This year’s focus is on “forgotten crises.” Why does that matter?
Some of the world’s most severe humanitarian crises simply disappear from public attention, even though millions of children continue to live with the consequences every day. Danmarks Indsamling deliberately targets these silent disasters in the world’s poorest countries, ensuring that support reaches those who are most at risk and most overlooked. For us, it is about making sure no child is forgotten.

How can employees, partners and the wider community get involved?

We invite everyone to join the national TV show on Saturday, January 31 on DR1 and contribute if they can. Every donation helps create real change. It is a powerful moment where a country comes together and we are proud that BonBon-Land is part of that collective effort.

What does this initiative represent for BonBon-Land within the Parques Reunidos Group?

It reflects what we stand for as a group: delivering happiness while acting responsibly, caring deeply for people and contributing positively to society. BonBon-Land’s involvement is a strong example of how our parks bring our purpose and sustainability commitments to life every day.