Merlin Entertainments, leading name in location based, family entertainment

Media Information

From its headquarters in Poole, Dorset (UK), Merlin Entertainments Group (Merlin) today operates an international portfolio of attractions, among them many of the world's best known brand names - Madame Tussauds, The Dungeons, Alton Towers Resort, LEGOLAND, SEA LIFE, Gardaland, The Merlin London Eye and many more!

The company's 60 attractions, six hotels and two holiday villages in 13 different countries across three continents; Europe, North America and Asia, annually welcome more than 35 million visitors and employ over 13,500 staff.

LEGOLAND® No 3 visitor attraction brand in Europe. Pirate, explorer, fire fighter … whatever the kids aspire to be (and Mum and Dad also wish they were!) offers families the opportunity to let their imaginations run free, and have a go in the wonderful world of LEGO. Kid-powered rides, cool building challenges with a unique mix of interactive attractions, exhilarating coasters, shows that pull the audience into the action and so much more. There really is a surprise around every colourful corner, with lively music and astonishingly accurate LEGO® brick models. LEGOLAND has something to excite every family member and dozens of things to enjoy together. There are currently four LEGOLAND sites - in the UK in Windsor, Billund in Denmark (including a LEGOLAND Hotel), Gunzburg in Germany and USA in California. Possible sites for a fifth and sixth LEGOLAND Parks were also announced in 2010 in Florida and Malaysia.

Madame Tussauds, it’s most famous visitor attraction, has been providing entertainment, magic and wonder for visitors for over 200 years. Visitors are fully immersed in the world of celebrity, politics, history, music, film and sport. Getting up close and personal with their icons and heroes in an inclusive, innovative and interactive environment. The red ropes are long gone, and Madame Tussauds’ unique experience continues to rollout globally with attractions in New York, Amsterdam, Las Vegas, Shanghai, Hong Kong, Washington DC, Berlin and Hollywood.

SEA LIFE is the No 1 aquarium brand in the world, and No 2 visitor attraction brand in Europe. SEA LIFE champions the cause of marine conservation through education, awareness and wherever possible, direct action. The 24 stand alone SEA LIFE attractions, 3 as part of Merlin’s theme parks; Chessington World of Adventures and Zoo, LEGOLAND Denmark and Alton Towers, and 3 Marine Sanctuaries – together welcome well over 10 million visitors a year, and are an ideal friendly and authoritative guide to the last great frontier, the seas and oceans of the world, and their myriad mysterious and amazing inhabitants. Unrivalled display technology, biological expertise and entertainments skills combine to provide seamless journeys through European and tropical waters, and astonishing close encounters with everything from humble shrimps and starfish to seahorses, sharks and stingrays.

All Merlin employees are dedicated to delivering memorable fun experiences to all their visitors. Merlin colleagues in its other core businesses like The Dungeons in London, Hamburg, Amsterdam, Edinburgh, Warwick Castle and York are no less passionate. Merlin’s DUNGEONS bring the darkest chapters of history wailing, screaming ... and often laughing hysterically ... bang into the third millennium. Death, disease, evil deeds and disaster are their theme ... but entertainment their objective and talented teams of actors and actresses bring fresh ingenuity every day to the challenge of breathing life into scenes lost in the mists of time.

LEGOLAND Discovery Centres is the Group’s newest attraction concept, first launched in Berlin 2007. There are now also centres open in Duisburg in Germany, Chicago and Manchester opening in 2010. An exciting new indoor attraction based on the ever popular LEGO construction toy, LEGOLAND Discovery Centres offer fun, highly interactive and educational experiences ideal for children 3-12 years old. This includes a 4D cinema, Model Builder’s Workshop, themed LEGO ride, the hugely popular MINILAND, special birthday rooms and much more. The perfect place for the whole family to enjoy together.

The Merlin Entertainments London Eye opened in March 2000 as part of the Millennium celebrations and is the world’s tallest cantilevered observation wheel. Now a recognised global icon, the attraction will be celebrating its 10th birthday in March 2010. It has won over 80 design, tourism and people’s choice awards. During its gradual 30 minute rotation, the 135 metre wheel gives passengers in the 32 high tech capsules, a 40km view in every direction. In 2009, The Merlin Group invested £12.5m in a three year capsule upgrade programme to enhance the visitor experience even more, in time for the 2010 Olympic Games. In 2009, The London Eye opened the UK's first ever attraction 4D experience, which gives guests a bird's eye view of London and its world famous New Year's Eve fireworks display.

Earth Explorer in Belgium creates an incredible voyage of discovery around the planet for all ages, where visitors will experience its mighty four natural elemental forces – earth, wind, fire and water and how they have shaped our world and continue to influence it today. Earth Explorer marries interactive areas revealing the immense natural forces at work on the earth, with dramatic simulations placing them at the heart of events like violent earthquakes and devastating tornadoes. In one of Earth Explorer’s special features for example visitors travel back in time to the 1950’s where, like Dorothy in the Wizard of Oz, they will be awed by the amazing power of a twister.

Merlin’s theme parks are some of the most famous in Europe, and the company is investing heavily in them to position them as short break destinations with the addition of accommodation in hotels and/or holiday villages; and new second gate attractions from their Midway portfolio – like the recently opened SEA LIFE centres at LEGOLAND California and Gardaland.

Gardaland is No 3 theme park in Europe and Italy’s number one with over 40 rides. It is a special combination of adventure, dream and strong emotions in a wonderful fantasy world. Discover the fascination of a submerged continent, challenge the fury of the rapids in the heart of the jungle, face the dangers of the ferocious sea or experience the emotion of flight aboard a supersonic jet - everything is possible in Gardaland. The park includes The Gardaland Hotel Resort, a magical place where you can spend a fantastic holiday, and plans for a second hotel are underway -Gardaland is rapidly becoming one of Europe’s most popular short break destination.

The Alton Towers Resort is amongst the top five tourist attractions in the UK . It is also the only short break resort in the UK with a world class theme park, two fully themed hotels, an amazing tropical Waterpark, a luxury spa, a fully equipped conference venue, uniquely themed extraordinary golf courses, and in 2009, an exciting new pirate themed SEA LIFE attraction – Sharkbait Reef, plus a brand new land especially for younger children called Cloud Cuckoo Land! It is the perfect place for a relaxing weekend away for the whole family at any time of the year. Landscaped into 500 acres of Staffordshire countryside, it has 200 acres of beautiful gardens with the Towers themselves forming a unique and historic centre piece. The hotels sit in their own landscaped gardens on the edge of the resort, but within easy reach of the main attractions – the tropical paradise that is ’s largest indoor Waterpark, and the stunning selection of rides and attractions for all the family within the theme park itself. All in all, the perfect escape for all ages!

Billed as the UK’s thrill capital, THORPE PARK’s latest extreme terror ride is horror movie-themed SAW – The Ride, with a ‘beyond vertical’ drop of 100º from a terrifying height of 100ft, and three inversions adding another dimension of adrenaline-fuelled fun for thrill seekers. SAW is a new addition to Thorpe’s ‘Unholy Trinity’ of: Stealth, Europe’s fastest launch coaster; Colossus, the world’s first ten inversion rollercoaster; and Nemesis Inferno, the 4.5 G-force experience.

Chessington World of Adventures Explore Chessington: it’s a whole world of Wild Adventures all in one place. Be one of the first to discover the ancient ruins of Wild Asia, a new and mythical land where families can take on the KOBRA, an awesome new spinning disc ride! Also, go truly wild on an expedition through the Lorikeet Lagoon in amongst the exotic colourful birds. With exciting rides and rollercoasters, amazing animals and a SEA LIFE Centre, Chessington really is Britain’s wildest adventure!

Based in Soltau, Merlin’s Heide Park Resort is North Germany’s largest theme park and is situated in 850,000 square metres of countryside, approximately 65 km from Hamburg. Amongst the 40 rides, the Park is home to the world’s tallest drop tower, Scream, as well as Colossus – the steepest wooden roller coaster in the world. The Heide Park Resort complex includes a 440 bed holiday centre with Caribbean style lodges, and a 4-star resort hotel, The Port Royal.

Warwick Castle, undoubtedly Merlin's oldest attractionis is Britain's ultimate castle delivering everything you would expect with a spell binding difference, the addition of fantastic themed attractions, and a year-round programme of interactive entertainment like Fighting Knights, Fairytale Princesses, the world’s biggest siege machine, thrilling jousting tournaments, breathtaking birds of prey...... It immerses visitors in castle life, from the murky middle ages and gorgeous Georgians, right through to the Victorians - all within the surroundings of one of the UK’s most awesome castles. In 2009 the magic of Warwick has been enhanced by the opening of a new Warwick Dungeon alongside the castle.

Merlin's most recent press corporate releases, together with news of significant future events and developments, are featured on the next pages. For individual site activity please go to the relevant attraction websites.

PR Contacts

Merlin Entertainments Group – Corporate and Group Issues

Penny Roberts - +44 0208 899 6110 par@thefirmcomms.com

SEA LIFE & Sanctuaries

Mark Oakley - +44 01202 666900 mark.oakley@merlinentertainments.biz

The Dungeons

Ellie Cowley - +44 01202 666900 ellie.cowley@merlinentertainments.biz

Madame Tussauds London

Liz Edwards - +44 020 7487 0264 liz.edwards@madame-tussauds.com

Madame Tussauds Amsterdam

Annemiek Dolfin - +31 2052 30625 annemiek.dolfin@madametussauds.nl

Madame Tussauds Las Vegas