Merlin Entertainments to open Bear Grylls attraction and new Legoland Discovery Centre in UK - Licensing.biz

Merlin Entertainments to open Bear Grylls attraction and new Legoland Discovery Centre in UK

It's part of a £30m investment in attractions in the UK's Midlands this year.
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Merlin Entertainments is investing nearly £30m in revamping and developing new attractions in the Midlands of the UK.

The majority of the investment is being put into two new attractions set to open in Birmingham this year, The Bear Grylls Adventure and a Legoland Discovery Centre.

The Bear Grylls Adventure is being developed at a cost of around £20m and will be a permanent attraction at the National Exhibition Centre and will include the tallest high rope challenge in Europe as well as diving, rock climbing, indoor skydiving and escape room challenges.

Meanwhile, Merlin Entertainments is also investing £7m in the Legoland Discovery Centre to open at Arena Birmingham in the summer. It will be a 3,300 sqm indoor facility featuring interactive LEGO-themed attractions and games, a café, a range of exciting indoor rides, a shop and a 4D cinema.

It will be the second Legoland Discovery Centre in the UK after the Manchester location.

Mark Fisher, chief development officer for Merlin Entertainments, said: “Birmingham is a great hub for location-based entertainment and we are looking forward to opening our two exciting new attractions there, which will complement our existing Sea Life attraction, and attract thousands of domestic and international visitors to the city.

“The broader Midlands region is an important market for Merlin, which also includes Alton Towers and Warwick Castle. Together these attractions form an inviting regional leisure hub that we are delighted to be investing in.”

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