Merlin Entertainments is a leading global entertainment company headquartered in London, England, renowned for operating a diverse portfolio of theme parks, attractions, and visitor experiences across five continents. With iconic brands such as Legoland, Madame Tussauds, The Dungeons, and Peppa Pig World of Play, Merlin entertains over 60 million guests annually, making it one of the world’s largest operators in the sector. Founded in 1998 through a management buyout of Vardon Attractions, Merlin was backed by private equity firm Apax Partners. Over the years, it underwent significant expansion, notably acquiring the Tussauds Group, Legoland parks, and attractions from Village Roadshow and Living and Leisure Australia. In 2013, Merlin became publicly listed on the London Stock Exchange, marking a major milestone in its growth. However, in 2019, it was acquired by Motion JVCO Ltd, a consortium led by Kirkbi (the investment arm of the Lego-owning Kristiansen family), returning the company to private ownership. Merlin’s success lies in its ability to blend technology and storytelling, using immersive experiences, interactive exhibits, and digital innovation to engage audiences of all ages. Its attractions often feature advanced animatronics, augmented reality, and themed environments, setting industry standards for experiential entertainment. Today, Merlin remains a private limited company, actively expanding its global footprint and investing in new technologies to enhance guest experiences. Its portfolio includes not only theme parks but also observation wheels like the London Eye, wildlife attractions, and city-based experiences such as Madame Tussauds and The Dungeons. Merlin Entertainments stands out as a dynamic force in the global entertainment industry, consistently pushing the boundaries of what’s possible in themed attractions and digital engagement.