IP partnerships

Merlin is uniquely placed given our global reach and multi-format expertise, to partner with leading owners of Intellectual Property (IP) content. These partnerships provide Merlin with additional ways to deliver memorable experiences, whilst offering those partners opportunities to increase engagement with their customers.

Merlin has long enjoyed success through flagship partnerships such as that with the LEGO Group, and we work with many market-leading content owners to help extend their brands into branded entertainment desinations. We do this with a flexible approach to partnership structures, adopting different models depending on the opportunity.

We see exciting opportunities to develop further relationships with more IP or content owners over the coming years, building on the success of existing relationships.