AROUND THE LEGOLAND

LEGOLAND MALAYSIA
CEO, THE LEGO GROUP:JORGEN VIG KNUDSTORP

Characteristics and Functions

Legoland Malaysia is Malaysia's first international theme park which has opened in Nusajaya, Johor, Malaysia on 15 September 2012 with over 40 interactive rides, shows and attractions. It is the first Legoland theme park in Asia and sixth in the world upon its establishment. The official opening of Legoland Malaysia was made by Sultan Ibrahim Ismail , Sultan of Johor on 22 September 2012. It is the centerpiece of a 5,500,000 sq ft (510,000 m²) integrated complex in the Nusa Cemerlang industrial park, within the Iskandar Malaysia economic region, consisting of a lifestyle retail centre, offices, hotels, service apartments and residential units.Besides the Legoland Malaysia, other Lego-themed attractions nearby will open sometime. The first one will be a Lego-themed water theme park opening in mid-2012 and the other one is The Legoland Hotel, a Lego-themed hotel located at the theme park and also the first to open in Southeast Asia which will open in the first half of 2014. The hotel is built under a management agreement between the company and LL Themed Hotel Sdn Bhd, a joint-venture company owned by Destination Resorts and Hotels Sdn Bhd and Iskandar Harta Holdings Sdn Bhd.The cost of Legoland Malaysia and the water theme park is RM720 million, while The Legoland Hotel costs RM190 million.Only halal-certified food served at the Market Restaurant of Legoland Malaysia. This includes local and foreign delicacies.Legoland Malaysia targets 1.5 million visitors when it opens its doors and generate more than RM100 million in the first year of its operation. Legoland Malaysia layout will start out with the park's main entrance area with the traditionally main entrance Legoland sight. There will be a Big shop Legoland largest store selling Lego products, toys, sets, DVDs, books and Legoland merchandise and other typical entrance area amenities. Imagination will be to the left of the Beginning in this of park will have Interactive Lego games and Lego building this includes build and test an interactive Lego building attraction where visitors build houses, cars, skyscrapers and etc. After building then you can test them out, Lego Mindstorms a Lego coumputer games and robotics attraction. Sky cruiser an aerial monorail ride where you control your vehicle by pedaling it around the track above the paths of Legoland Malaysia with incredible views of the city outside Legoland complex and the park, Kid power towers a zierrer junior drop tower ride where you propel your vehicle seat upward to top of tower and then let go of your vehicle seat rope and that drops you down the tower. Lego Duplo playrooms an interactive little kids area dedicated to kids 2–6 years, where play with and play in play areas and Other Imagination attractions, shops and dining. Castle hill is located in the back of the park the Lego Knights and princesses themed castle.

Pro's of Legoland

1.Economic Benefits

           Just weeks following the opening of Asia's first Legoland in Nusajaya, local taxi and restaurant operators are pretty excited over the prospects of higher incomes and revenue from the expected rise in tourist arrivals, which will ultimately boost Johor’s economy. Since it opened its doors Legoland, has attracted more than 10,000 visitors. Iskandar Malaysia has been mapped out by Khazanah Nasional Berhad to help transform Johor into a major economic hub. The opening of a new township at Iskandar Malaysia also meant that local and foreign tourists would not bypass Johor Baharu but spend more time and money in the state capital and its surrounding areas, thus boosting the local economy.

2.Annual Passes

             The Legoland Annual Passes allow the member to visit the park again and again for a full 12 months. The Premium Annual Pass let the member to enjoy both Legoland themepark and the water park. The Annual Pass also available for those who like the theme park only. Both annual passes bring you extra privileges all year round. It also offers discounts on merchandise and dining.

3.Global Tourist Destination

               Closely located to Singapore in the southern tip of Malaysia’s Iskandar region

 in Nusajaya, Johor turns Legoland into an international tourist attraction. Being in 

the southern part of Malaysia, Legoland can profit from tourists coming to Singapore or

 to Kuala Lumpur especially in the future when the Senai Airport starts more direct

international flights. In terms of international tourists, Legoland targets international

 tourists that already come to Malaysia or Singapore.

4.Monopoly

            Being in a monopolistic competition with other entertainment venue companies, such as the Genting Group, Merlin Entertainments faces a set of unique challenges and opportunities. For example, there is not a large presence of large scale theme parks in Malaysia, but still there are enough that Merlin does not have massive control on the market. However, being in monopolistic competition, they have the power to make their own decisions without having much fear of heightened competition from other competitors. Partly, this is because there is high differentiation in the product, which is in this case, the theme park itself. Legoland Malaysia has its own theme that is different from other theme parks and thus can attract customers who have different preferences. It would seem that the Merlin Group sees building Legoland Malaysia in Johor as an opportunity, and feel that it is a good location for them to place their latest investment.

Con's of Legoland

1.No walk in the park

2.lack of infrastructure