Lego versus Mickey: Theme parks battle for visitors

The first LegoLand theme park opened in 1968. Now its owner, Merlin Entertainments, is expanding globally and has just opened the fifth LegoLand theme park, an easy drive from where DisneyWorld is located in Florida, USA.

Merlin operates 77 entertainment sites in 17 countries, achieving £800m annual sales worldwide. Its brands include Madame Tussauds, the London Eye and of course, LegoLand. The company knows its way around the theme park business and its Lego brand appeal is very strong.

LegoLand is also facing competition from other nearby theme parks (Universal Studios and SeaWorld). Florida is home to many other family-friendly attractions, as well. Can Merlin's marketing muscle (and 50 million Lego blocks) help LegoLand Florida beat the Mouse?