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Birmingham Post

Business

Hannah Baker

Legoland owner Merlin starts operation of Cadbury World

Cadbury World Cadbury Merlin LEGOland Merlin Entertainments United Kingdom

The owner of Legoland and Alton Towers has started its operation of Cadbury World in Birmingham. Poole-headquartered Merlin Entertainments, which is Europe's largest theme park operator, agreed a 50-year deal for the West Midlands attraction last year. The agreement saw the Dorset-based company acquire Cadbury World's operating and brand licences.

It brings Cadbury World into Merlin’s large roster of UK attractions which also includes Madame Tussauds and Sea Life.

Cadbury World was opened in 1990 on the chocolate maker’s Bournville factory site and is now one of the West Midlands’ most popular attractions, with more than 600,000 people visiting every year. The attraction is home to the world’s biggest Cadbury shop and an on-site Cadbury café.

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