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At B��Ԫ, creating memorable experiences goes hand in hand with caring for the communities where we operate. As part of this commitment, the Group has joined Juntos por la Lectura (“Together for Reading”), an initiative promoted by Bayard that aims to encourage a love of reading from early childhood and, above all, improve access to reading for children in vulnerable situations.

This collaboration is being brought to life through several B��Ԫ parks in Spain — including Parque de Atracciones de Madrid, Faunia, Selwo Marina, Selwo Aventura and Teleférico de Benalmádena — reinforcing a simple but powerful idea: entertainment and reading strengthen each other when they become part of a purposeful family experience.

To better understand the meaning of this collaboration, we spoke with Alberto López, Head of HSE at Parque de Atracciones de Madrid, who was the driving force behind this partnership.

Why is reading an important area of focus for B��Ԫ from a social impact perspective?

Reading is one of the most powerful tools for personal development. It stimulates imagination, strengthens learning, and helps children build confidence and critical thinking skills from a very early age. From an ESG and community perspective, supporting access to reading means helping to reduce inequality and opening doors to opportunity. That aligns directly with our purpose: creating positive, lasting impact beyond the moments of entertainment we offer in our parks.

How does this partnership with Bayard translate into concrete action?

This collaboration started during Christmas 2025 with “Sharing Christmas”, an initiative held at Parque de Atracciones de Madrid. As part of this action, children’s magazines were donated to boys and girls supported by Rescue NGO and the Tengo Hogar Foundation, helping bring reading closer to children from less advantaged backgrounds.

Beyond this first milestone, during December and January, families visiting our Spanish parks received children’s door hangers with the message “Do not disturb, I’m reading”. A simple, practical invitation to create and respect reading spaces at home. The hanger includes a QR code giving access to children’s stories, allowing the experience to continue well beyond the park visit.

How does this partnership reflect B��Ԫ’ purpose and values?

At B��Ԫ, we believe that our responsibility goes beyond business performance. We are deeply committed to caring for people — our teams, our guests, and the communities around us. Partnering with Juntos por la Lectura allows us to contribute to education and inclusion, two key pillars of sustainable development, while remaining true to who we are: a company that connects families through shared experiences.

What does this collaboration say about B��Ԫ’ ESG approach?

Our ESG strategy is built on creating shared value: growing our business while making a positive contribution to society. Education, childhood development, and inclusion are areas where we believe we can make a meaningful difference. This initiative reinforces our commitment to the Social pillar of ESG, supporting long-term community wellbeing and helping create a fairer starting point for future generations.

How does this initiative connect with the broader B��Ԫ story?

We are a company that creates joy, emotion, and memories. Supporting reading is, in many ways, an extension of that same idea. Stories, imagination, and learning shape who we become. By supporting Juntos por la Lectura, we are using our platform to help create opportunities that last well beyond a day at one of our parks.