For the very first time, Merlin Entertainments will collaborate with a gaming brand, as the company revealed a partnership with the makers of Minecraft. The company will join forces with Mojang Studios, based in Sweden, to design location-based attractions inspired by the highly popular video game. This announcement coincides with the return of IAAPA, the world’s largest convention for theme parks and attractions, to Orlando’s convention center. Merlin operates several theme parks and attractions in Central Florida, such as Legoland and Madame Tussaud’s wax figure museum. The “Adventures Made Real” initiative will involve a $110 million investment in attractions on both sides of the Atlantic.
Merlin Entertainments CEO, Scott O’Neil, stated, “This groundbreaking collaboration will allow fans to immerse themselves in the excitement and creativity of (Minecraft) in real life, at theme parks and urban attractions in top tourist destinations.” O’Neil described it as a “significant achievement” for the massive theme park company. The partnership with Mojang Studios will bring virtual Minecraft experiences to physical settings through engaging and interactive entertainment. The launch in the United States and United Kingdom is scheduled for 2026 and 2027.
Kayleen Walters, Microsoft’s VP of franchise development for gaming, remarked, “Teaming up with Merlin Entertainments is a thrilling milestone for us at Mojang Studios. Merlin’s expertise in developing top-tier attractions makes them the ideal partner to assist us in bringing Minecraft to life in fresh and immersive ways at permanent locations worldwide.
