Merlin Entertainments Group is the leading name in location based, branded family entertainment. Now Europe/UK’s No 1 and the world’s number two visitor attraction operator, it aims to deliver unique, memorable and rewarding experiences to its 38.5 million visitors worldwide (2009), through its iconic global and local brands, and the commitment and passion of its managers and employees. Merlin has 62 attractions and 6 hotels/2 holiday villages, in 13 countries, across three continents – Europe, North America and Asia – and employs over 14,000 staff.

THE KEY MERLIN ENTERTAINMENTS BRANDS

Sea Life Logo The No 1 aquarium brand in the world, and No 2 visitor attraction brand in Europe. SEA LIFE champions the cause of marine conservation through education, awareness and wherever possible, direct action. The 26 SEA LIFE attractions (including two mobile units), and 3 Marine Sanctuaries are an ideal friendly and authoritative guide to the last great frontier…the seas and oceans of the world, and their myriad mysterious and amazing inhabitants. Unrivalled display technology, biological expertise and entertainments skills combine to provide seamless journeys through European and tropical waters, and astonishing close encounters with everything from humble shrimps and starfish to seahorses, sharks and stingrays. In 2008 the 2 mobile units moved to Chessington World of Adventures in UK/Cuxhaven in Germany; and new attractions opened in LEGOLAND, California, and Gardaland.
» www.sealifeeurope.com
The London Aquarium Logo Also in 2008 Merlin acquired The London Aquarium. Located on London’s South Bank this is one of the Capital’s major attractions - its city centre site big enough to be awe inspiring but also very accessible to a wide range of visitors who move through three quite different ‘zones’ – the Tropical Rainforest and Mangrove Zone; Pacific Zone, and Atlantic Zone - each showcases for wonderful and fascinating marine life. Merlin has a substantial investment plan in place for the attraction during 2008 – including bringing in many of the interactive elements found in SEA LIFE.
» www.londonaquarium.co.uk/
LEGOLAND Logo No 3 visitor attraction brand in Europe. Pirate, explorer, fire fighter … whatever the kids aspire to be (and Mum and Dad also wish they were…) LEGOLAND® offers families the opportunity to let their imaginations run free, and ‘have a go’ in the wonderful world of LEGO. Kid-powered rides, cool building challenges, a unique mix of interactive attractions, exhilarating coasters, shows that pull the audience into the action...and so much more. There is a surprise around every colourful corner, with lively music and astonishingly accurate LEGO® brick models. LEGOLAND has something to excite every family member and dozens of things to enjoy together.
There are currently four LEGOLAND sites - in the UK (Windsor), Billund in Denmark (including a LEGOLAND Hotel), Gunzburg in Germany; and USA (California). A fifth site is also due to open in 2011 – LEGOLAND Dubailand will be Merlin’s first Middle Eastern attraction. Regularly nominated for Awards in the countries in which they operate – LEGOLAND Parks pride themselves on the quality of every aspect of their business. LEGOLAND California for example has recently been named Best Children’s Park for the fourth year in a row by leading US trade magazine - Amusement Today.
In 2008 all four Parks have exciting news offers – in the UK The Land Of the Vikings opened with 7 exciting new attractions; Pirate Lagoon opens in Billund; California opened Land of Adventure including the Park’s first ever dark ride – Lost Kingdom Adventure; as well as a new SEA LIFE attraction; and in Germany – LEGOLAND Feriendorf accepts its first guests – a new Holiday Village with both camping area and themed houses.
Two new LEGOLAND concepts were launched in 2007 – the first, LEGOLAND Discovery Centre – an indoor City Centre interactive attraction based on the Park concept; and LEGOLAND Atlantis by SEA LIFE, which opened in Billund in March 2007, taking the SEA LIFE experience into the LEGOLAND environment.
» www.legoland.com
London eye Logo At 135m high, The London Eye is the world's tallest cantilevered observation wheel. During the graceful 30 minute flight, customers can see up to 40km from their fully enclosed, state of the art glass capsules. Since opening in 2000, it has welcomed over 29 million visitors and has won 80 awards for design and engineering, tourism, customer service as well as numerous people's choice awards. In a short period of time, it has become a 21st century symbol for modern Britain and a global icon.
» www.londoneye.co.uk
Madame Tussauds Logo London’s most famous visitor attraction, Madame Tussauds, has been providing entertainment, magic and wonder for visitors for over 200 years. Visitors are fully immersed in the world of celebrity, politics, history, music, film and sport, getting up close and personal with their icons and heroes in an inclusive, innovative and interactive environment. The red ropes are long gone, and Madame Tussauds’ unique experience is rolling out globally with attractions in New York, Amsterdam, Las Vegas, Shanghai, Hong Kong, Washington DC and Berlin – with a brand new attraction opening in Hollywood in 2009.
» www.madame-tussauds.com
Gardaland Logo No 3 theme park in Europe and Italy’s number one. Gardaland is a special combination of adventure, dream and strong emotions in a wonderful fantasy world. Discover the fascination of a submerged continent, challenge the fury of the rapids in the heart of the jungle, face the dangers of the ferocious sea or experience the emotion of flight aboard a supersonic jet…everything is possible in GARDALAND. The park includes the GARDALAND Resort Hotel, a magical place where you can spend a fantastic holiday. With over 40 rides – including new MAMMUT, Italy’s largest family coaster, shows that pull the audience into never ending adventures, a new SEA LIFE attraction, and its unique Resort Hotel (and plans for an additional hotel underway) - Gardaland is rapidly becoming one of Europe’s most popular short break destination.
» www.gardaland.it
The Dungeons Logo Merlin's Dungeons are not for the faint hearted! A unique combination of real history, horror and humour bring gruesome historic events back to life in the 21st century. Each Dungeon offers a horror fest linked to their location – highlighting the local history’s horrible bits. The Dungeon experience combines live actors, rides, shows and special effects to transport you back to relive those darker times. Led by the world famous London Dungeon, there are now four other Dungeon sites in Hamburg, Amsterdam, Edinburgh and York.
Visit if you dare, but be careful you never know who – or what – is just around the corner. And in 2008 there are exciting new attractions to see in each of the Dungeons – in London the legend of Jack The Ripper is more terrifying than ever; the torture of the Spanish Inquisition in Amsterdam; Extremis – the drop ride to doom - in Hamburg; Dick Turpin rides in York; and William Wallace haunts the Edinburgh Dungeon.
» www.thedungeons.com
Heide Park Logo Based in Soltau, Heide Park is North Germany’s largest theme park and is situated in 850,000 sq metres of countryside, approximately 65 km from Hamburg. Amongst the 40 rides, the Park is home to the world’s tallest drop tower, Scream, as well as Colossus – the steepest wooden roller coaster in the world. The Heide Park complex includes a 440 bed holiday centre with Caribbean style lodges, and a 4-star resort hotel, The Port Royal. Famous for its entertainment in 2008 the new Pirate Show is bound to be a favourite.
» www.heidepark.de
Alton Towers Logo Alton Towers is amongst the top five tourist attractions in the UK. It is also the only short break resort in the UK with a world class theme park, two hotels, Waterpark, luxury spa, conference venue, and fully themed, extraordinary golf! It is the perfect place for a relaxing weekend away for the whole family – any time of the year. Landscaped into 500 acres of Staffordshire countryside, it has 200 acres of beautiful gardens with the Towers themselves forming a unique and historic centre piece. The hotels sit in their own landscaped gardens on the edge of the resort, but within easy reach of the main attractions – the tropical paradise that is Europe’s largest indoor waterpark, and the stunning selection of rides and attractions within the theme park itself including the fun of Mutiny Bay – the Park’s newest area. All in all, the perfect escape for all ages!
» www.altontowers.com
Thorpe Park Logo The UK’s top theme park for thrill seekers, with over 25 rides and attractions offering breathtaking speeds, death-defying drops and gut-wrenching loops as well as a calendar of exciting events throughout the season. Stealth – Europe’s fastest rollercoaster – with acceleration of 0 – 80mph in under two seconds; Colossus, the world’s first ten looping rollercoaster; Nemesis Inferno, a 4.5 G-Force experience - make up the Unholy Trinity of rides guests just HAVE to brave.
» www.thorpe-park.co.uk
Chessington World of Adventures Logo Explore Chessington: it’s a whole world of Wild Adventures all in one place. Be one of the first to discover the ancient ruins of Wild Asia, a new and mythical land where families can take on the KOBRA, an awesome new spinning disc ride! Also, go truly wild on an expedition through the Lorikeet Lagoon in amongst the exotic colourful birds. Every visit to Chessington is a different adventure. Soar on the Vampire rollercoaster through the depths of Transylvania, take a fiery spin round Dragon’s Fury or discover the mystery of Tomb Blaster in Forbidden Kingdom. Splash around in Sealion Bay, go underwater with sharks and stingrays in the SEA LIFE Centre or take a walk on the wild side with tigers, lions and gorillas in the Trail of the Kings. With exciting rides and rollercoasters, amazing animals and a SEA LIFE Centre, Chessington really is Britain’s Wildest Adventure!
» www.chessington.co.uk
Warwick Castle Logo Warwick Castle, undoubtedly Merlin’s oldest attraction, is Britain’s Greatest Mediaeval Experience with fantastic themed attractions and a year-round programme of interactive entertainment like Fighting Knights and Fairytale Princesses; Ghost tours; the Great Battle March, the world’s biggest siege machine, thrilling jousting tournaments, breathtaking birds of prey, daredevil knights, the fully immersive experience – Dream of Battle; and magical winter/Christmas events including an ice rink. Warwick Castle guarantees a mighty day of mediaeval fun.
» www.warwick-castle.co.uk
LEGOLAND Discovery Centre Logo Merlin’s first LEGOLAND Discovery Centre opened in Berlin in 2007, with the second opened in Duisberg, Germany this year. LEGOLAND Discovery Centres take visitors on a journey through a colourful and creative LEGO world, where interaction, family fun and learning go hand in hand. See real LEGO bricks being made in the fun factory, visit the amazing 4D Spellbreaker cinema show, build and test your own models, enjoy an exciting ride through the medieval castle on the dragon’s back…and lots, lots more all under one roof. In 2008 another LEGOLAND Discovery Centres will open in Chicago, USA; with a fourth already agreed to open early 2009 in Meadowlands Xanadu in New Jersey, USA
» www.legolanddiscoverycentre.com
Earth Explorer Logo Earth Explorer creates an incredible voyage of discovery around the planet for all ages, where visitors will experience its mighty four natural elemental forces – earth, wind, fire and water – and how they have shaped our world and continue to influence it today. Earth Explorer marries interactive areas revealing the immense natural forces at work on the earth, with dramatic simulations placing them at the heart of events like violent earthquakes and devastating tornadoes. In one of Earth Explorer’s special features for example visitors travel back in time to 1950’s Kansas – where, like Dorothy in the Wizard of Oz – they will be awed by the amazing power of a twister.
» www.earthexplorer.be
In November 2008, underlining Merlin’s development of a new “observation” strategy – building on the huge success of The London Eye concept – the company will open the first ever and largest US observation wheel – The Pepsi Globe – at the Meadowlands Xanadu entertainment and retail complex in northern New Jersey. At 287ft high, the Pepsi Globe will provide the perfect way to see panoramic views of the Manhattan skyline and northern New Jersey.