Minecraft theme park rights won by Alton Towers and Legoland owner Merlin
The global theme park rights to Minecraft have been acquired by Merlin Entertainments, the group behind Alton Towers, Peppa Pig World, Madame Tussauds and Legoland.
As part of the deal, two attractions are planned to open in the UK and the US in 2026 and 2027 respectively. These first attractions won’t be full-scale Minecraft theme parks, but will instead be included as themed areas in existing Merlin locations.
“We are everywhere digitally, Merlin is everywhere physically,” Microsoft‘s vice president of franchise development for gaming Kayleen Walters told The Guardian.
“It is about how do 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.”
The Minecraft partnership will expand to other countries following the initial rollout in the UK and the US.
Minecraft is the latest video game property to receive the theme park treatment. Nintendo is currently in the midst of theme park expansion projects in the US and Japan. Sega previously partnered with Merlin on Sonic-themed collaborations in Alton Towers in the 90s and early 2000s.
“When we look for partners we look for the right people, scale and community,” said Scott O’Neil, the chief executive of Merlin Entertainments.
“We are in 23 countries, what brands can play at that level, you have to be one of the biggest brands in the world.
“We have partnered with the number one toy brand, Lego, the number one toddler brand, Peppa Pig, and now in Minecraft the biggest video game. Bringing Minecraft to life is going to be one of the greatest joys. This is just the beginning, our aspirations are very big.”
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