Merlin Entertainments’ CEO Fiona Eastwood has said that China is a “very important market” in an interview with China Daily ahead of this summer’s grand opening of Shanghai Legoland Resort, the first Legoland Park in China.
“Merlin has been operating businesses in this region for well over a decade…so we’ve got deep knowledge of this market. We’re very excited about the potential, the economy and the scale of this market,” said Eastwood, adding that Lego also has prioritised China as a vehicle for growth.
Legoland Shanghai
Speaking about the new Legoland Resort, which will open to the public in July, she said:
“We’re very excited about it. We also know there are millions of Lego fans around the world. This will become a beachhead and the Lego clubhouse for all of those fans. It will be the biggest Legoland in the world.”
It will also be home to the biggest Lego shop in Asia.
"I see it (China) as a very important market for us," said Fiona Eastwood, CEO of Merlin Entertainments, in an interview with China Daily. She also noted that #Shanghai #LEGOLAND will be the first LEGOLAND Park in #China, as well as the biggest one in the world. #GrowwithChina… pic.twitter.com/NBukaKmzBR
— China Daily (@ChinaDaily) April 15, 2025
Innovations for this first Legoland in China include Monkie Kid, which she explained was created by Lego based on a Chinese legend, just for this market.
“One of the most amazing aspects of this park is the unique Watertown Lego ride, the first of its kind and the only of its kind, and it fully reflects this particular region,” she added.
There will be a Lego-themed hotel and eight lands featuring over 75 interactive rides and attractions, such as The Dragon Coaster, as well as hundreds of Lego models created from over 85 million Lego pieces.
Merlin chose to open a Legoland in this location because China is the second-largest theme park market in the world, said Eastwood. “With 55 million people living very close by…we’ve got very positive ambitions, not least to the launch, but also beyond and how we’ll invest in China, given the strength of the economy, the scale of this market.”
“We are delighted to be in this market and grow Legoland Shanghai with opportunities this year and beyond.”
Eastwood was formally named CEO in February 2025, after 10 years with the company. She was initially appointed interim CEO of Merlin in November 2024, when it was revealed that Scott O’Neil would be stepping down after two years. As CEO, she is responsible for implementing Merlin’s transformational strategy and ensuring it’s well placed to grow at scale.
