MERLIN Magic Making

Through consumer insight and research, Merlin Magic Making finds new business opportunities, from strategic roll out to potential acquisitions. They're always looking for new ideas in location-based entertainment and welcome opportunities to explore them with new partners. 

Driving innovation across the Group, Merlin Magic Making creates compelling propositions for the existing estate and new attractions. They have developed Merlin's in-house IP and work with partners to create magical extensions of global brands within location-based entertainment.

Merlin Magic Making takes creative ideas and then produces amazing content, from making incredible LEGO models to theming attractions. Within our resorts, they bring the excitement of our theme parks into our expanding hotel portfolio through industry-leading theming and concepts.

Merlin Magic Making’s project management teams produce world class attractions for our guests to enjoy. They deliver all of our major existing estate capital projects, such as the Wicker Man wooden roller coaster at Alton Towers Resort or LEGO City: Deep Sea Adventure at LEGOLAND California, and new Midway attractions, including recent additions of Peppa Pig World of Play and Little BIG City.