Legoland figures boost confidence for global expansion
It has been a successful summer for Legoland amusement parks, according to financial figures released by the parks’ owner Merlin Entertainments.
The company now has its sights set on Asia as the new frontier for expanding the Legoland brand.
The British company, which owns and runs the parks, released its interim management statement yesterday, showing like-for-like revenue growth of 13.8 percent for the Lego parks. The Lego-themed parks outperformed the other attractions making up the company’s portfolio by a significant margin.
Focus on Asia
Jyllands-Posten reports that the positive figures are, at least partly, thanks to the success of the recent Lego film, 'The Lego Movie'. The film’s set was constructed at the Legoland site in California and drew an unprecedented number of visitors.
With six parks currently in operation, Merlin states that its strategy is to open new Legoland parks at a rate of one every two to three years, estimating that there is potential for a total of 20 globally.
Nick Varney, the head of Merlin, told Jyllands-Posten that Asia was the current focus area.
”We believe there is room for a Legoland in South Korea; up to three, maybe five, in China; and room for more in North America,” he said.