Insights

In China, the world's largest Legoland resort opened, built with a remarkable 85 million Lego bricks and featuring a giant Lego figure named Dada. The official opening occurred on a Saturday, attracting visitors who were welcomed by Dada, who stands over 26 meters tall. The development of the resort was a collaboration between Merlin Entertainments, the LEGO Group, and the Shanghai government, marking an important milestone for both Lego enthusiasts and the Chinese theme park industry. One of the main attractions of the Legoland resort is Miniland, which showcases famous landmarks from around the world and especially highlights notable sights from China such as the Temple of Heaven in Beijing and the Bund waterfront in Shanghai. There is also a boat tour through a historical water town, all constructed from Lego bricks, providing a unique experience to visitors. Tickets for the attractions are priced between $44 and $84. On its opening weekend, guests experienced various performances featuring beloved Legoland characters, creating an engaging atmosphere. This event is particularly significant as it represents the first Legoland theme park in China. Prior to this, Legoland parks have been established in various parts of the world, but the Shanghai location is set to attract a massive audience given China's large population and increasing interest in such entertainment destinations. Fiona Eastwood was recently appointed as the new chief executive of Merlin Entertainments, taking on her role just ahead of significant launches, including the Shanghai resort. She expressed her ambition to lead Merlin to new heights with a focus on enhancing performance, creativity, operational excellence, and guest experiences. The Legoland in Shanghai not only emphasizes the growth of the entertainment industry in China but also highlights the ongoing expansion of Lego-themed recreational facilities globally.