Legoland has continued to expand for 50 years. Why does it endure?

In 2022, Legoland plans to open in Chuncheon, Seoul, South Korea. By then, there will be 10 Legoland parks around the world, spanning 8 countries. In China, there are continuous reports of settlements in Shanghai, Sanya, and Nanjing. Merlin Entertainment Group plans to further expand globally and eventually build 20 Legoland parks around the world.

British company Merlin Entertainments took control of the Legoland brand a decade ago, has been accelerating in the eight years since the launch of Legoland, and then leveraged Lego The park has helped it grow into the world's second-largest attraction operator.

Continue 50 years of global expansion

Merlin Entertainment Group owns Legoland theme parks and more than 20 indoor Legoland Discovery Centers. The LEGO brand now accounts for about a quarter of Merlin's more than 120 attractions around the world.

Merlin (Merlin Entertainment Group) exceeds Universal Studios in scale and is second only to Disney. It is the second largest group in the world and has many tourist facilities.

At first, the foundation of Legoland was not advantageous for a tourist attraction. There was only a mini park, and the town was not a tourist attraction. Today, LEGOLAND offers a wider range of services for families with children aged 3 to 12 years old. Each resort typically hosts 2-2.5 million people per year.

After the success of the early Legoland parks, there was great interest in the upcoming Legoland parks in the future. With such expectations initially coming from other parts of Europe, the LEGO Group struck a deal to develop a park on Germany's northern coast, but it only survived four seasons.

Projects in Germany in the 1970s were an important lesson for the LEGO Group. Afterwards, the group returned to Denmark to focus on its core business. By the early 1990s, LEGO began a global expansion plan and decided to start with two new parks. One is in North America and the other is in Europe.

Due to the high sales of Lego toys in the UK and the fact that Legoland has received a large number of British tourists, the new Legoland is located in the UK.

The LEGO location in Windsor benefits from existing park infrastructure. Later, when Merlin purchased Cypress Gardens and turned it into Legoland Florida, it became the first Legoland in North America.

Lego has received great attention in Germany, Austria and Switzerland. The park has performed well since opening in September 2002. The current German resort model is also proving to be an effective testing ground for themed lodging, including the first Legoland Castle Hotel and other products.

In addition, the master plan of Legoland Germany has also been used by Merlin Entertainments as a template for the development of some new parks. For example, Legoland in Malaysia and Legoland in Dubai.

At present, all Legoland parks have their main attractions, such as Dragon Cup, Yacht, Lego Express, etc., which are all very popular. Newer projects include interactive dark rides.

For In keeping with LEGO’s values, the park encourages learning through play. Luo Rentong, an expert in the application of digital economy, believes that the success of Legoland, to a certain extent, has led the spirit of the times for family leisure and entertainment: the charm of Lego lies in the "infinite possibilities of creation."

First of all, product positioning is close to the inner world of children.

Lego has always believed that children enjoy the process of assembly and assembly, so it consciously simplifies the modules and processes in product design. Later, observations and interviews were conducted in households in the three major LEGO product markets: the United States, Asia and Europe.

When children interact with toys, what is important is not the toy itself, but how the toy integrates into the inner story woven by the children. Therefore, in Legoland, more emphasis is placed on the user’s play experience.

Secondly, judge the product from a child’s perspective.

At LEGO’s product research and development headquarters in Billund, Denmark, it is open twice a week to receive many children from kindergartens and schools.

LEGO product designers conducted interactive research while happily playing with them.

Only through children's thinking can it be more likely to discover where the product itself needs to be improved.

Finally, use players as the source of creativity.

It is not enough to rely on hundreds of designers within Lego. Brainstorming is the best way. There is a platform called "Lego Ideas" on the Lego official website, which openly collects all ideas about Lego design from the public. Products in "LEGO Concept" will also be put into Legoland for promotion, forming a closed loop.

Merlin What changes have you brought to Legoland?

Value 1: Repositioning the theme park as a vacation destination.

The first new Legoland under Merlin's management was Legoland Florida. Since then, new Legoland parks have been positioned as resort destinations, and many parks have themed hotels. This is also a new growth point for Merlin Theme Park Resort.

A major theme in the global travel industry is the transition from longer family holidays to more frequent short breaks. Investments in themed accommodation, led by Legoland, allow visitors to extend their one-day visit into a multi-day immersive experience.

Overall, satisfaction scores for visitors staying at Legoland hotels were higher than for day trippers. The hotel also contributes to Merlin's revenue.

Value 2: Multi-product line combination, resort park + discovery center

"Lego theme tourism" not only happens in the theme In parks and Lego houses. LEGO's own retail stores are increasingly becoming entertainment venues, with official in-store displays and other displays catering to fans of all ages around the world.

Merlin didn’t waste any time creating a model of a new scenic spot based on Lego. LEGOLAND Discovery Center is known as the “Indoor LEGO Playground,” which also highlights LEGO’s diversified operational opportunities.

The LEGOLAND Discovery Center is an important format that allows users to have an immersive LEGO experience in a city center or shopping mall.

Value three: the model of developing local partners

Merlin adopts self-owned operations, operating leases, and management contracts Operates three different park models. The reason for choosing cooperation is that the local partner will have more local knowledge.

Legoland’s rides and attractions are now closer to Lego’s toy promotion. These toy lines are essentially the same around the world. As a result, these attractions can often be replicated in several parks, providing economies of scale when developing new attraction concepts.

Value Four: Realizing IP Synergies

Toys inspired the construction of attractions and facilities at Legoland, Florida The theme area of ??Legoland brings the Lego movie to life.

Local LEGO IP also usually gives Merlin more freedom in a theme park environment. Think Star Wars and Harry Potter have their own Lego lines.

One of the great things about Lego is that you can tear down what you create and build it again. What makes Legoland special is that 50 years after Legoland debuted in Denmark, Lego and Merlin will have a proven theme park for a long time.

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