Dancing in the Park: LEGOLAND Florida Opens

LEGOLAND Florida, the fifth LEGOLAND park, and the biggest in the world opened this weekend.

legoland florida general manager adrian jones of merlin entertainments

Above: LEGOLAND Florida General Manager dances at the opening event

Related: Update on LEGOLAND Florida: John Jakobsen sets out Merlin Entertainment’s strategy for LEGOLAND parks / Merlin Entertainments Group opens fifth LEGOLAND® Park / The World’s Most Beautiful Theme Park? LEGOLAND Florida’s GM, Adrian Jones, Talks to Blooloop

LEGOLAND position themselves firmly in the pre teen market, successfully leveraging the LEGO brand to promote an experience rich in imaginative play and family participation.  John Jakobsen, MD LEGOLAND Parks, describes their deceptively simple strategy: “we specialise in knowing exactly how we can make children happy”.

Owned by Merlin Entertainments the park, set in Winter Haven Florida on the site of Cypress Gardens, marks another step in Merlin’s aggressive growth strategy in the US.  “Our ambitions for this marketplace are tremendous, ”* said Nick Varney, Merlin’s CEO pictured below at LEGOLAND Florida beside the Coastersaurus, the only wooden coaster in LEGOLAND Florida .

nick varney ceo merlin entertainments at legoland florida

 

* reported in The New York Times