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Merlin bullish on China's potential as Legoland Shanghai nears debut
An aerial image shows the construction of Legoland Shanghai. Located in Shanghai's Jinshan district, the 318,000-square-meter resort will become the biggest Legoland at opening in the world.
British entertainment group Merlin Entertainments is advancing toward the summer opening of Legoland Shanghai Resort, marking a strategic milestone in the company's expansion in China, said CEO Fiona Eastwood.
"We are very excited about the potential, the economy and the scale of this market," Eastwood told China Daily in an exclusive interview.
Located in Shanghai's Jinshan district, the 318,000-square-meter resort will become the biggest Legoland at opening in the world, featuring eight themed lands, over 75 interactive rides, shows and attractions, and a 250-room Lego-themed hotel, catering to families with children aged two to 12.
Eastwood emphasized China's critical role in Merlin's global strategy, citing its position as the world's second-largest theme park market. "The scale of the market, the size of the population, and particularly the resort's location with 55 million people living within a two-hour drive time make this an exceptional opportunity," she said.
The resort showcases Lego's signature aesthetic with 2,889 Lego models crafted with over 85 million Lego bricks, and more than 40,000 square meters of enlarged Lego brick decorations. Meanwhile, the Legoland Hotel and Legoland Creative World will showcase facades with Lego bricks scaled up to 450 and 750 times their original size, respectively.
A standout attraction is Dada, the world's largest Lego Minifigure, standing 26 meters tall and weighing 136 metric tons. The figure's creation involved collaboration among nearly 25 global teams, with local Chinese teams responsible for the engineering design, manufacturing and construction.
Blending Lego's creativity with Chinese cultural elements, the park features a Jiangnan (south of the Yangtze)-style boat tour reimagined in Lego form. The outdoor Miniland features crafted Shanghai landmarks, including the iconic Bund and Lujiazui, built entirely from Lego bricks.
The park will debut the world's first Lego Monkie Kid-themed land, drawing inspiration from the classic Chinese novel Journey to the West. The area's flagship attraction, Flower Fruit Mountain Adventure, combines the legendary character Sun Wukong — also known as the Monkey King — with Lego elements to create an immersive experience that resonates with local culture while maintaining the brand's spirit.
"The attractions put the child at the heart. They blend creativity and imagination, and deliver the education for children, which we know is particularly important for parents in this market," Eastwood said.
The resort has announced a dynamic pricing structure, with adult tickets ranging from 319 yuan ($43.6) to 599 yuan, depending on the season. Children's tickets will be priced at approximately 80 percent of adult rates, with special considerations for seniors and people with disabilities.
For Merlin Entertainments, which has operated attractions like Madame Tussauds in China for over a decade, Legoland Shanghai Resort will represent a "beachhead and the Lego clubhouse" for China's Lego enthusiasts, according to the CEO.
"Merlin has been operating businesses successfully in China for over a decade. Lego has also prioritized China as a vehicle for growth. We have got deep knowledge of this market," said Eastwood.
"Given the strength of the economy and the scale of the Chinese market, we have got very positive ambitions, not least for the launch of the resort, but also beyond and how we will invest in China," she added.
Source: China Daily
