Exclusive: Block-building game to appear in theme parks, hotels and stores, starting in UK and US
The global gaming phenomenon Minecraft is coming to the real world for the first time in a global deal to open themed rides, attractions, hotel rooms and retail outlets, starting with the UK and US.– Europe’s largest theme park operator and the second biggest globally after Disney – which runs more than 135 attractions in 23 countries including Alton Towers, Legoland, Peppa Pig World, Sea Life, Madame Tussauds and the London Eye.
Over the longer term the two companies plan to expand the strategic partnership, which is called “Adventures Made Real”, to other countries and territories. In recent years, Merlin has been upping its strategy of focusing on deals with “crown jewel” intellectual property owners to drive the popularity of its parks and attractions, in the same way Hollywood studios do with blockbuster franchises.bring the $2bn Hollywood film franchise Jumanji to its parks
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