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Merlin Entertainments has partnered with RWS Global in a strategic move to transform and expand live entertainment offerings at six of its UK and US resorts
Lauren Heath-Jones | Planet Attractions | 17 Apr 2025
RWS Global will create live entertainment experiences for six Merlin destinations in the UK and US Credit: Merlin Entertainments
Merlin Entertainments is set to elevate its live entertainment offerings across the globe through a new partnership with RWS Global.
As Merlin’s new entertainment production partnership, RWS Global – a full-service provider of visitor attractions and live experiences – will produce, operate and deliver premium guest entertainment experiences at six Merlin resorts in the UK and US.
The partnership is intended to complement Merlin’s existing entertainment offering, developed by the operator’s in-house team, while also scaling up the entertainment offering to deliver brand and guest experiences year round.
According to a release, RWS Global will develop more than 100 new entertainment experiences in 2025 alone, including seasonal activations and enhancements to existing shows, at Alton Towers, Chessington World of Adventures and Legoland Windsor in the UK, and the Legoland California, Legoland New York and Legoland Florida resorts in the US.
“Guests can expect innovative productions, immersive storytelling and exciting new shows, all designed to bring even more magic to the guest experience,” said a Merlin spokesperson in a release.
Kathy Bagshaw, global director of events and entertainment operations at Merlin Entertainments, added: “Merlin is committed to providing world-class entertainment for every guest.”
“Through this exciting new partnership, we have the opportunity to continue delivering first-rate entertainment that guests have come to know and love at our resorts and elevate it to an even higher level.
“RWS Global’s vast network of creative talent, innovative production resources and operational expertise will help us bring bigger and better entertainment experiences to life, ensuring that guests enjoy new, innovative offerings year after year.”
Commenting on the partnership RWS Global chairman and CEO Ryan Stana said: “We’re delighted to join Merlin in building the future of in-park experiences, ushering in a new era of entertainment, and elevating the guest experience at its attractions around the world.
“By leveraging RWS Global’s worldwide resources, these resorts will deliver more memorable moments and maximise value for the guests.”
The news comes following the announcement that Merlin is set to open a US$20m Sea Life aquarium at its Legoland Florida resort in Winter Haven, US.
The operator has also recently announced permanent staffing cuts at its Merlin Magic Making creative facility, also in Florida, with 31 staffers set to lose their jobs. The layoffs, beginning on May 31, form part of a wider strategy to streamline Merlin’s operations by restructuring three of the company’s divisions into a single unit.
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