The company (owner of the London Eye, Gardaland, the Blackpool Tower and other attractions) has been steadily expanding Legoland beyond the theme parks already open in Denmark, Britain, California and Germany.
'We’re really focused on our target group — families with children, ages from 2 to 12, so all our activities are specially designed for this group', explains the general manager of Legoland Malaysia.
In other words, Legoland differentiates itself from Disney and other competing theme parks by its targeting. The brand recognition that Lego has among youngsters and their parents worldwide reinforces the appeal of these family-friendly theme parks. Actually, Lego fans of all ages flock to the parks to enjoy the impressive mini-sculptures of famous buildings and other structures created out of Lego bricks.
