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Merlin Magic Making is our unique in-house creative and project delivery team. Drawing on their wide-ranging insight and expertise, they design and deliver world-class attractions and hotels, weaving their magic to create amazing, immersive guest experiences. All our operations and projects are supported by a strong bench of technical experts and experienced engineers.

THERE ARE FOUR PARTS TO OUR APPROACH…

STEP ONE

FINDING THE MAGIC

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. 

STEP TWO

CREATING THE MAGIC

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.

STEP THREE

PRODUCING THE MAGIC

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.

step four

delivering the magic

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.