Merlin Entertainment, the British theme park company which operates the global range of Legoland theme parks, Madame Tussauds’ waxwork museums, Sea Life waterparks, and Peppa Pig parks alongside other UK attractions, has entered into a deal with Mojang Studios, the creators of ‘Minecraft’.

Together, they have unveiled an £85 million (€100 million) investment plan to create a set of Minecraft attractions featuring roller coasters, hotel rooms, retail outlets and restaurants in their current theme parks.

Set to be incorporated in Merlin’s currently existing theme parks and at city centre sites in the US and the UK, the new Minecraft attractions will be opened between 2026 and 2027.

A longer term plan includes bringing the Minecraft attractions to other countries.

For Merlin, this partnership named ‘Adventures Made Real’ continues the theme park operator’s licensing strategy following their purchase of the Legoland brand in 2005. After acquiring the four existing parks, Merlin has since added six more parks and nearly 30 Legoland Discovery Centres to the portfolio.

Last year, Merlin opened a Jumanji-themed attraction in its UK theme park Chessington World of Adventure, in partnership with Sony Pictures Entertainment.

As a move for Minecraft, this continues to establish the video game as one of the biggest media brands. Released in 2011 by Mojang for computer, it has since been ported to almost every video game platform and – with over 300 million copies sold and 170 million active players in 2024 – become the best-selling video game of all time.

Microsoft bought Mojang and the Minecraft brand in 2014 for $2.5 billion.

“We are everywhere digitally, Merlin is everywhere physically,” said Kayleen Walters, vice-president, franchise development, for gaming at Microsoft. “It is about how do we expand Minecraft beyond the game. Mojang and Microsoft are experts on Minecraft and the brand, Merlin are the experts on location-based experiences; it is a shared vision.”

Minecraft’s popularity has fuelled its growth beyond the specific screens it is being played on. It is one of the most popular games for video game streamers, having the most YouTube videos about it compared to any other game.

The original game has inspired multiple spin-off video games and a live-action film which has been in development since at least 2014. A Minecraft Movie is set for release in April 2025 with Jack Black and Jason Mamoa in starring roles. A first teaser trailer for the film was released to a negative reception this September. A new trailer was released yesterday, coinciding with this announcement.