Merlin Entertainments' awesome, balanced portfolio

From Merlin's 'About us' page

Merlin Entertainments is having an awesome year, thanks in part to the global success of the Lego Movie. Revenues at Merlin's Legoland theme parks surged by an awesome 13% last year.

Other attractions operated by Merlin include Madame Tussauds wax museums (where Star Wars exhibits are attracting attention ahead of the new movie), Gardaland theme parks, Alton Towers, the London Eye and Sea Life aquariums.

On the 'about us' page, Merlin sets out its marketing strategy:

To create a high growth, high return, family entertainment company based on strong brands and a portfolio that is naturally balanced against the impact of external factors.

Merlin is smart to plan for balancing the portfolio 'against the impact of external factors' in the marketing environment. For instance, the weakness of the euro is expected to keep some European visitors from vacationing at UK destinations in 2015. Weather is also an uncontrollable factor.

By design, Merlin has assembled a portfolio that spans four continents and includes a variety of brands. At any one time, one brand (such as Legoland) might be in the media spotlight and therefore attract an awesome number of customers. Building on that interest, Legoland Water Park Dubai is in the works, among other enhancements to the portfolio.