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Merlin is uniquely placed given our global reach and multi-format expertise, to exploit the growing opportunities 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 LEGO, and we work with many market-leading content owners to help extend their brands into location-based entertainment. We do this with a flexible approach to partnership structures, adopting different models depending on the opportunity.

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