By bizn_fun 
Talking about its UK attractions, which include Madame Tussauds, Sea Life and the London Eye, Eastwood says seasonal windows are key.
Its major theme parks have hosted Halloween events, like Scarefest at Alton Towers and Fright Nights at Thorpe Park, since 2002.
“We’re a very seasonally led business,” says Eastwood. “So you have spring break, Easter, summer and Halloween.
“Halloween, that we’re in now, we’re seeing some really strong performance. That’s in view of the amazing product we have. You take Thorpe Park, increasingly Halloween is almost half of its annual profits.”
Along with seasonal offerings, big brand partnerships are also a key part of Merlin Entertainments’ strategy – creating rides themed around children’s tv hits to tempt families away from their screens and into the parks.
Next year it will open its first Bluey ride at Alton Towers as part of CBeebies land, as well as PAW Patrol land opening at Chessington World of Adventures.
One of next year’s biggest launches is a collaboration with video game Minecraft – an enduring mega hit since it was launched in 2009, spawning one of the highest grossing films of 2025.
With Eastwood citing screen time as Merlin’s toughest competition, it hopes an £85m investment in immersive experiences will attract Minecraft fans with themed rides, restaurants and accommodation in the UK and US during 2026 and 2027.
“What I’m really excited about in terms of Minecraft is bringing [the game] to life in a physical way that will mean the massive fans of that game can then be in the game with their friends, their parents,” says Eastwood.