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
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.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
+ More news
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