THE BRAND COLLABORATION WIRE
Follow the brands making something together. Explore related events in Calendar, places in Globe and collections in Swag Bag.
BRAND COLLABORATIONS
What brands are creating together.
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Where you can go.
What you can collect.
The wider world around it.
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BRAND COLLABORATIONS
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Merlin renewed as Official Partner of the Sydney Sixers' WBBL and BBL teams for 2026/27, with sleeve branding on both playing kits and an ongoing fan and community relationship.
LEGOLAND New York’s 2026 media kit describes LEGO Ferrari Build & Race, an attraction combining LEGO building and Ferrari racing themes. It identifies the attraction as the sixth LEGO Ferrari attraction launched through Merlin Entertainments’ global partnership with Ferrari.
Merlin and Tencent launched a strategic technology partnership focused on personalised digital journeys, smart services, avatar interaction, data and immersive guest experiences for current and planned LEGOLAND Resorts in China.
Merlin is developing space-themed LEGO experiences, including indoor rollercoasters, at LEGOLAND Florida Resort and LEGOLAND California Resort in close collaboration with The LEGO Group.
Merlin and Mojang Studios announced “Adventures Made Real,” a global strategic partnership to create permanent, immersive Minecraft attractions, including themed accommodation, retail, food and beverage, and a themed ride. The first attractions are planned for the UK and US between 2026 and 2027.
Merlin and media company Wheelhouse are developing original entertainment programmes inspired by Merlin attractions and brands, including SEA LIFE, the London Eye, Warwick Castle, Alton Towers, Thorpe Park and Chessington World of Adventures.
Merlin appointed RWS Global as preferred entertainment production partner for six destinations. RWS will collaborate with Merlin to produce, deliver and operate premium guest entertainment experiences, including more than 100 experiences at Merlin resorts during 2025.
A new interactive Jumanji dark-ride experience using Triotech’s XD Dark Ride platform is scheduled for Madame Tussauds locations in New York, Hollywood, Las Vegas and Sydney. The experience combines Sony Pictures Entertainment’s Jumanji IP with Triotech technology and Merlin’s Madame Tussauds attractions.
Nectar members can spend points on admission to more than 20 Merlin attractions across the UK, with a dedicated Merlin x Nectar booking flow and enhanced point value on tickets.
Trip.com Group and Merlin signed a strategic MoU covering marine-focused events, educational activities, conservation workshops and bespoke attraction experiences across Merlin aquariums and other attractions in Asia.
LEGOLAND New York’s new indoor LEGO Ferrari Build & Race attraction lets visitors build, test and digitally race LEGO Ferrari creations. The official media kit identifies it as part of Merlin Entertainments’ global partnership with Ferrari and as the sixth LEGO Ferrari attraction.