Shanghai, Friday, 28 November 2025.
Merlin Entertainments has positioned a US$550 million, 318,000 m² Legoland Resort in Shanghai’s Jinshan District as its largest park worldwide and, strikingly, the fastest Legoland to surpass one million visitors. For retail and operations leaders, the key takeaway is the mid-market family formula: 250‑room hotel, eight immersive lands, 75+ interactive attractions and merchandising anchored by 85 million Lego bricks drive heavy ancillary spend and repeat visitation. The resort’s rapid uptake—recognized with a major industry award—signals strong local resonance for IP-led, family‑focused experiences when blended with culturally relevant content (for example, the world’s first Lego Monkie Kid land). Expect this opening to recalibrate regional pricing, seasonality and capacity benchmarks, accelerate sourcing and retail partnerships for LEGO merchandise, and influence Merlin’s expansion strategy across Greater China. Retail teams should watch queue-to-purchase flow, F&B bundling and hotel cross‑sell metrics as early indicators of scalable revenue models in China’s competitive theme park market.