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02 Mar 2015
20 Legoland developments in the pipeline, says Merlin
BY
Tom Anstey
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The Lego franchise has gone from strength to strength after coming close to going out of business in the early 2000s
Following the release of its annual report, Merlin Entertainments has said there is potential for up to 20 new Legoland developments to be announced in the not-too-distant future. With Legoland and the Lego brand in general going from strength to strength, Merlin revealed in its annual report last week that it has at least 20 Legoland theme parks in the pipeline.
Over the past four years Merlin has opened new Legoland theme parks in Florida and Malaysia, and has already announced plans for Legoland theme parks in Dubai (debuting in 2016), Japan and South Korea (both debuting in 2017). According to the company’s annual report, the company is exploring further developments in both Asia and North America.
On the back of the huge commercial success of The Lego Movie, Merlin recently announced further additions to its existing parks, including the development of a 4D film based on the movie to go in all Lego theme parks and Discovery Centres.
An annual study looking at the world’s most powerful brands recently determined that Lego is the world’s number one, beating the likes of PricewaterhouseCoopers, Red Bull and Ferrari to the title. Brand Finance cited the success of The Lego Movie for pushing the brand to top spot for power, after it generated nearly US$500m (€437.6m, £325.3m) over the last year.
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