Journey Acquires Scruffy Dog Creative Group
For nearly two decades, Scruffy Dog Creative Group has realized projects for LEGOLAND, Universal Creative, Six Flags, Merlin Entertainments and many more.
© Photo: Lego
(eap) The New York-based design agency for multidimensional experiences (MDX) Journey has acquired the British Scruffy Dog Creative Group (SDCG). SDCG is particularly known for entertainment design and production for theme parks, visitor attractions, resorts, museums, and immersive experiences. With the acquisition, Journey is strategically expanding its service portfolio: the aim is not only to conceptualize experiences in the future, but also to physically realize them through SDCG’s construction and production expertise.
Scruffy Dog has also contributed to the new Six Flags Qiddiya City park in Saudi Arabia. © Photo: Six Flags Qiddiya City
“At Journey, we’ve always believed that great ideas deserve equally great execution,” highlights Andrew Zimmerman, CEO of Journey. “Scruffy Dog allows us to carry an experience from design through fabrication and delivery with a single, unified vision. This is about bringing deeper expertise, greater control, and more confidence to every experience we deliver.”
“Journey thinks big, and that’s exactly how we like to work,” states Joe Bright, CEO of SDCG. “With our teams and factories working side by side, we can move faster, build smarter, and turn ambitious ideas into real-world experiences that you can walk into, touch, and feel. That’s incredibly exciting.”
The transaction was supported by the private equity firm Growth Catalyst Partners (GCP), which focuses on investments in tech-enabled creative businesses. “Scruffy Dog joining Journey further strengthens our ability to deliver multidimensional experiences at scale,” says James O’Callaghan, Managing Director at GCP. “The acquisition combines visionary design with world-class fabrication and delivery to create a true end-to-end offering for our clients.” ■
