Merlin bullish on China's potential as Legoland Shanghai nears debut
"The attractions put the child at the heart. They blend creativity and imagination, and deliver the education for children, which we know is particularly important for parents in this market," Eastwood said.
The resort has announced a dynamic pricing structure, with adult tickets ranging from 319 yuan ($43.6) to 599 yuan, depending on the season. Children's tickets will be priced at approximately 80 percent of adult rates, with special considerations for seniors and people with disabilities.
For Merlin Entertainments, which has operated attractions like Madame Tussauds in China for over a decade, Legoland Shanghai Resort will represent a "beachhead and the Lego clubhouse" for China's Lego enthusiasts, according to the CEO.
"Merlin has been operating businesses successfully in China for over a decade. Lego has also prioritized China as a vehicle for growth. We have got deep knowledge of this market," said Eastwood.
"Given the strength of the economy and the scale of the Chinese market, we have got very positive ambitions, not least for the launch of the resort, but also beyond and how we will invest in China," she added.
