Merlin Entertainments Builds World's Largest Legoland in Shanghai, Fueled by China's Growing Market

Merlin Entertainments: China's appealing market drove firm to build largest Legoland in Shanghai

Merlin Entertainments built the world's largest Legoland in Shanghai, driven by the appeal and scale of the Chinese market. The Legoland Shanghai Resort, opening on July 5, 2025, is a $550 million joint investment project located in Shanghai’s Jinshan district, covering about 78 acres (318,000 square meters). It features eight themed lands, over 75 interactive rides and attractions, and a 250-room Lego-themed hotel designed to cater primarily to families with children aged 2 to 12.

Merlin's CEO Fiona Eastwood emphasized that China is a "very important market" due to its position as the world's second-largest theme park market and the massive population—55 million people live within a two-hour drive of the park. This strategic location offers a huge potential customer base and aligns with Merlin’s ambitions to grow in China given the country's strong economy and expanding middle class.

The park includes unique innovations tailored for the Chinese market, such as the "Monkie Kid" themed area based on a popular Chinese legend, and the Watertown Lego ride, which is the first of its kind and regionally reflective. The resort showcases over 85 million Lego bricks used to create 2,889 Lego models, with large-scale Lego brick decorations on the hotel and creative world facades.

Despite the crowded and competitive amusement park market in China, Legoland Shanghai leverages the globally recognized LEGO brand, its family-focused, educational entertainment approach, and Shanghai’s affluent tourism corridor to differentiate itself. The park targets premium leisure spending by middle-class families and aims to build strong repeat visitation through its unique LEGO IP and interactive experiences, contrasting with more adult-oriented or generic parks.

In summary, Merlin Entertainments’ decision to build the largest Legoland in Shanghai was driven by China's vast and growing theme park market, the strategic location near a large population, the opportunity to introduce culturally relevant content, and the potential for long-term growth in family entertainment aligned with LEGO’s global brand strength.