Merlin Entertainments is the global leader in branded entertainment destinations. We create and deliver memorable, immersive brand experiences for over 60 million guests every year.

Around the world, leisure spend continues to grow as disposable incomes rise and ever greater value is placed on good quality, shared experiences with friends and family. We bring brands to life for our millions of guests through continued investment, capturing new market opportunities and maintaining our strong market position as a unique, multi-format international operator of strongly branded and IP-led location-based entertainment.

We put all of our energy into creating magical memories for our guests. With over 60 million visitors every year, that’s a lot of unforgettable moments.


Consistent strategy

Merlin operates in an attractive marketplace, benefiting from underlying growth characteristics and favourable dynamics. Since we formed in 1999, it's been our strategy to create a high growth, high return family entertainment company. A business based on strong brands and a global portfolio naturally balanced against the impact of external factors.

Our strategy

IP partner of choice

We see the growing importance of Intellectual Property (IP) content and how location-based entertainment can be a platform for this, providing greater ways to deliver immersive experiences, whilst offering partners opportunities to extend their engagement with consumers. We see the opportunity to develop multiple relationships with IP or content owners over time and believe Merlin is uniquely placed to develop such relationships given our strong credentials, and our multi-format, global reach.

Our IP Partners

Diversified portfolio

We continue to diversify our portfolio, by geography, brand and customer, ensuring a balance of indoor and outdoor attractions and international and domestic visitation. Today we operate more than 140 attractions in over 20 countries around the world, from shorter dwell-time Gateway Attractions such as SEA LIFE, Madame Tussauds and The London Eye, to iconic theme park resorts like LEGOLAND, Gardaland Resort and Alton Towers Resort.

Our Brands