Merlin Entertainments and Ferrari Announce Global Partnership

The British operator group Merlin Entertainments (Merlin) and the Italian sports car manufacturer Ferrari are expanding their existing cooperation. As part of a global partnership, themed brand experiences are planned to find their way into two of the group’s LEGOLAND^® theme parks soon, with the potential for further expansion in the future. The visitor attraction “LEGO^® Build and Race”, which was opened in 2022 at LEGOLAND California in the U.S., will also be implemented this spring at both LEGOLAND Billund (Denmark) and LEGOLAND Windsor (UK). Here, visitors will be able to design, build and test their own LEGO Ferraris and then send them off to race using state-of-the-art digital technology.

Courtesy of Merlin Entertainments

The collaboration with Ferrari is another strategic step for Merlin in the expansion of IP partnerships with well-known international brands. In addition to LEGO^®, existing partnerships include those with Sony Pictures Entertainment and HASBRO. Merlin currently operates more than 140 attractions in 24 countries in Europe, America, Asia and Oceania. (eap)