Merlin Entertainments has teamed up with Minecraft
in a $110m deal to bring the phenomenally successful
video franchise to life. So, what’s the game plan?
Merlin has teamed up with Minecraft – the biggest selling video game of all time / Image courtesy of Merlin and TM && Mojang AB
Over the past few years, Merlin Entertainments’ strategy has been to work with leading IPs, establishing partnerships to bring them to life in theme parks and attractions.
The entertainment giant has, of course, had a long-standing partnership with Lego, and more recently has announced a partnership with Sony Pictures Entertainment to bring the Jumanji franchise to its attractions. In 2021 Merlin teamed up with Hasbro to create Peppa Pig Theme Parks, and in 2024 an expansion of the deal saw Merlin and Hasbro sign an agreement with the Lego Group in order to bring Lego-themed Peppa attractions to Duplo-themed areas at a number of Merlin’s attractions.
Now Merlin has announced a collaboration with Mojang Studios, the creators of Minecraft, to bring the phenomenally successful video game to life in a series of immersive and interactive attractions around the world.
It has the potential to be the biggest partnership since the company teamed up with Lego to buy four Legoland parks in 2005 (Merlin currently operates 10 Legoland Parks, 24 Discovery Centres and one Legoland Waterpark).
Mutually beneficial The appeal of the partnership for both parties is evident. Minecraft is the biggest selling video game of all time – it has sold more than 300 million copies across all platforms – while Merlin is the second biggest theme park operator in the world (after Disney).
“We’re everywhere digitally, Merlin is everywhere physically,” says Kayleen Walters, vice-president of franchise development for gaming at Microsoft, which acquired the Minecraft maker Mojang for $2.5bn in 2014. “It’s about how we expand Minecraft beyond the game. Mojang and Microsoft are experts on Minecraft and the brand, Merlin are the experts on location-based experiences; it is a shared vision.”
Merlin will be investing more than £85 million ($110 million) in the first two attractions, which are set to launch in the US and the UK between 2026 and 2027.
These will feature new concepts for Minecraft-themed guest accommodation, retail, and F&B, alongside a range of experiences – including a Minecraft-themed ride, as well as digitally enabled real-life experiences. Merlin also plans to bridge the gap between the real life and gaming experience by creating touchpoints within the attractions that allow visitors to unlock exclusive in-game content when they return to gaming.
Big ambitions In the longer term, Merlin plans to open further Minecraft-themed experiences in other destinations globally.
“Minecraft is the best-selling video game of all time, and this world-first will see fans experience its thrill and creativity in real life, at theme parks and city-centre attractions in leading tourist destinations,” said Scott O’Neil, then CEO of Merlin, when the announcement was made.
“This is an exciting opportunity for our Merlin Magic Making team, working collaboratively with Mojang Studios to bring cross-reality experiences, themed accommodation and other elements to life for the largest gaming community in the world.”
A new era Since the announcement, Scott O’Neil has left Merlin and Fiona Eastwood has stepped into the role of interim CEO.
“As I lead the business into 2025 in my new role of interim CEO, I look forward to us welcoming guests at new attractions in the US, Europe, and in Asia-Pacific, such as our Peppa Pig Dallas Fort-Worth opening in March, and unveiling more details of exciting investments in other key locations globally, such as our new partnership with Mojang Studios to bring Minecraft adventures to life,” said Eastwood in a LinkedIn post.
“I will be focused on delivering Merlin’s strategy with a particular focus on operational excellence, guest experience and performance.”
In other news, Merlin is set to launch Legoland Shanghai (the company’s first Legoland park in China) in summer 2025.
merlin
"I will be focused on delivering
Merlin’s strategy with a particular
focus on operational excellence,
guest experience and performance" – Fiona Eastwood
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2025 issue 1
Editor's letter: A fresh perspective
As a new report argues that silence can help visitors better appreciate zoos, Magali Robathan explores a different way of operating
People: Marian Lee
As Netflix announces the launch of immersive attraction Netflix House, we hear about the plans from the company’s CMO
People: Frida Escobedo
The first woman to design a wing at the Metropolitan Museum of Art shares her vision for a more usable and welcoming space for modern and contemporary art
People: Delta Kay
Indigenous experiences are important for fostering respect, and must not be co-opted by non Indigenous operators, says Aboriginal tour guide Delta Kay
Theme parks: Bob Weis
The former president of Imagineering pulls back the curtain to give a behind the scenes look at how some of Disney’s biggest projects took shape
Museums: Space to learn
From the world’s first AI art museum to the latest cultural institution transforming a rural Japanese island... We check out some intriguing museums taking shape across the globe
Technology: Guiding light
Genell Zuciya, creator of attractions for Disney and Meow Wolf, explores the transformative power of lighting
Theme parks: Block party
Merlin meets Minecraft in a $85m deal set to bring the world’s biggest selling video game to life. Could this be Merlin’s most significant partnership?
Museums: A new dawn
The first phase of a ground-breaking new museum campus has opened in Benin City, Nigeria. Is this the future for post-colonial institutions?
Research: Quiet zoos
Could a quieter zoo environment restore zoos’ original purpose as restorative retreats for overstimulated minds? The authors of a new research paper certainly think so
Merlin Entertainments has teamed up with Minecraft
in a $110m deal to bring the phenomenally successful
video franchise to life. So, what’s the game plan?
Merlin has teamed up with Minecraft – the biggest selling video game of all time / Image courtesy of Merlin and TM && Mojang AB
Over the past few years, Merlin Entertainments’ strategy has been to work with leading IPs, establishing partnerships to bring them to life in theme parks and attractions.
The entertainment giant has, of course, had a long-standing partnership with Lego, and more recently has announced a partnership with Sony Pictures Entertainment to bring the Jumanji franchise to its attractions. In 2021 Merlin teamed up with Hasbro to create Peppa Pig Theme Parks, and in 2024 an expansion of the deal saw Merlin and Hasbro sign an agreement with the Lego Group in order to bring Lego-themed Peppa attractions to Duplo-themed areas at a number of Merlin’s attractions.
Now Merlin has announced a collaboration with Mojang Studios, the creators of Minecraft, to bring the phenomenally successful video game to life in a series of immersive and interactive attractions around the world.
It has the potential to be the biggest partnership since the company teamed up with Lego to buy four Legoland parks in 2005 (Merlin currently operates 10 Legoland Parks, 24 Discovery Centres and one Legoland Waterpark).
Mutually beneficial The appeal of the partnership for both parties is evident. Minecraft is the biggest selling video game of all time – it has sold more than 300 million copies across all platforms – while Merlin is the second biggest theme park operator in the world (after Disney).
“We’re everywhere digitally, Merlin is everywhere physically,” says Kayleen Walters, vice-president of franchise development for gaming at Microsoft, which acquired the Minecraft maker Mojang for $2.5bn in 2014. “It’s about how we expand Minecraft beyond the game. Mojang and Microsoft are experts on Minecraft and the brand, Merlin are the experts on location-based experiences; it is a shared vision.”
Merlin will be investing more than £85 million ($110 million) in the first two attractions, which are set to launch in the US and the UK between 2026 and 2027.
These will feature new concepts for Minecraft-themed guest accommodation, retail, and F&B, alongside a range of experiences – including a Minecraft-themed ride, as well as digitally enabled real-life experiences. Merlin also plans to bridge the gap between the real life and gaming experience by creating touchpoints within the attractions that allow visitors to unlock exclusive in-game content when they return to gaming.
Big ambitions In the longer term, Merlin plans to open further Minecraft-themed experiences in other destinations globally.
“Minecraft is the best-selling video game of all time, and this world-first will see fans experience its thrill and creativity in real life, at theme parks and city-centre attractions in leading tourist destinations,” said Scott O’Neil, then CEO of Merlin, when the announcement was made.
“This is an exciting opportunity for our Merlin Magic Making team, working collaboratively with Mojang Studios to bring cross-reality experiences, themed accommodation and other elements to life for the largest gaming community in the world.”
A new era Since the announcement, Scott O’Neil has left Merlin and Fiona Eastwood has stepped into the role of interim CEO.
“As I lead the business into 2025 in my new role of interim CEO, I look forward to us welcoming guests at new attractions in the US, Europe, and in Asia-Pacific, such as our Peppa Pig Dallas Fort-Worth opening in March, and unveiling more details of exciting investments in other key locations globally, such as our new partnership with Mojang Studios to bring Minecraft adventures to life,” said Eastwood in a LinkedIn post.
“I will be focused on delivering Merlin’s strategy with a particular focus on operational excellence, guest experience and performance.”
In other news, Merlin is set to launch Legoland Shanghai (the company’s first Legoland park in China) in summer 2025.
merlin
"I will be focused on delivering
Merlin’s strategy with a particular
focus on operational excellence,
guest experience and performance" – Fiona Eastwood
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2025 issue 1
Editor's letter: A fresh perspective
As a new report argues that silence can help visitors better appreciate zoos, Magali Robathan explores a different way of operating
People: Marian Lee
As Netflix announces the launch of immersive attraction Netflix House, we hear about the plans from the company’s CMO
People: Frida Escobedo
The first woman to design a wing at the Metropolitan Museum of Art shares her vision for a more usable and welcoming space for modern and contemporary art
People: Delta Kay
Indigenous experiences are important for fostering respect, and must not be co-opted by non Indigenous operators, says Aboriginal tour guide Delta Kay
Theme parks: Bob Weis
The former president of Imagineering pulls back the curtain to give a behind the scenes look at how some of Disney’s biggest projects took shape
Museums: Space to learn
From the world’s first AI art museum to the latest cultural institution transforming a rural Japanese island... We check out some intriguing museums taking shape across the globe
Technology: Guiding light
Genell Zuciya, creator of attractions for Disney and Meow Wolf, explores the transformative power of lighting
Theme parks: Block party
Merlin meets Minecraft in a $85m deal set to bring the world’s biggest selling video game to life. Could this be Merlin’s most significant partnership?
Museums: A new dawn
The first phase of a ground-breaking new museum campus has opened in Benin City, Nigeria. Is this the future for post-colonial institutions?
Research: Quiet zoos
Could a quieter zoo environment restore zoos’ original purpose as restorative retreats for overstimulated minds? The authors of a new research paper certainly think so
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
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