Theme park merchandising companies play a pivotal role in enhancing visitor experiences and extending brand engagement beyond the amusement parks. These companies produce and sell a variety of themed products, including apparel, toys, souvenirs, and eco-friendly items that resonate with the park's attractions. They focus on providing unique shopping experiences both online and at locations within or adjacent to the parks. As consumer preferences shift toward immersive, memorable shopping experiences, the industry is seeing innovations such as limited-edition merchandise and collaborations with popular franchises, ensuring merchandise remains fresh and appealing to visitors.

The companies featured in this list represent a notable segment of the theme park merchandising industry. They range in size from a few hundred to over 10,000 employees, with headquarters spanning globally, including locations in the United States, Europe, and Asia. Established from the 1950s to recent years, these companies specialize in various offerings, from themed products to immersive merchandise experiences. Their dedication to combining entertainment with retail signifies a robust and evolving marketplace, catering to families and tourists alike.

Read on to explore the top theme park merchandising companies.

Top 25 Theme Park Merchandising Companies

1. Ocean Park Corporation

• Website: oceanpark.com.hk
• Ownership type: Private
• Headquarters: Hong Kong S.A.R
• Employee distribution: Hong Kong S.A.R 99%, Other 1%
• Founded year: 1977
• Headcount: 1001-5000
• LinkedIn: ocean-park-corporation

Ocean Park Corporation, founded in 1977, operates Ocean Park Hong Kong, an amusement park that combines entertainment with educational experiences. The park features thrilling rides, animal exhibits, and various attractions aimed at families and individuals. In addition to its recreational offerings, Ocean Park has developed a robust retail presence, providing a unique shopping experience through its online store. The merchandise includes themed products such as plush toys, educational toys, and eco-friendly items, catering to a wide audience. The company is privately owned and employs between 1,001 and 5,000 people, primarily based in Hong Kong. Ocean Park Corporation continues to be an active player in the theme park industry, focusing on both entertainment and merchandising.

2. Universal Beijing Resort

• Website: universalbeijingresort.com
• Ownership type: Private
• Headquarters: Beijing, Beijing, China
• Employee distribution: China 100%
• Founded year: 2017
• Headcount: 10001+
• LinkedIn: beijing-shouhuan-cultural-tourism

Universal Beijing Resort, founded in 2017, is a prominent theme park and resort located in Beijing, China. It caters to families and tourists by providing a comprehensive entertainment experience that includes a variety of attractions, dining options, and hotel accommodations. The resort features seven themed areas, including popular attractions like the Wizarding World of Harry Potter and Kung Fu Panda Land. These areas not only offer rides and shows but also host numerous retail outlets where visitors can purchase themed merchandise. The resort aims to create memorable experiences for guests, making it a key player in the theme park industry. With over 10,000 employees, Universal Beijing Resort is a significant contributor to the local economy and the entertainment sector in China.

3. Knott's Berry Farm

• Website: knotts.com
• Ownership type: Corporate
• Headquarters: Buena Park, California, United States (USA)
• Employee distribution: United States (USA) 100%
• Latest funding: November 2012
• Founded year: 1997
• Headcount: 5001-10000
• LinkedIn: knott%27s-berry-farm

Knott's Berry Farm, located in Buena Park, California, is an amusement park that has evolved from a small family farm into a prominent entertainment destination. Founded in 1997, the park features over 40 rides and attractions, catering to families and individuals seeking leisure and excitement. In addition to thrilling rides, Knott's Berry Farm hosts seasonal events that draw visitors year-round, such as Knott's Scary Farm, which is renowned for its Halloween festivities. The park also includes Knott's Soak City Waterpark and Knott's Hotel, providing accommodations and dining options that enhance the overall guest experience. A notable aspect of Knott's Berry Farm is its California Marketplace, where visitors can purchase a range of merchandise, including food products and souvenirs, further solidifying its role in the theme park merchandising sector.

4. Efteling

• Website: efteling.com
• Ownership type: Private
• Headquarters: Kaatsheuvel, North Brabant, Netherlands
• Employee distribution: Netherlands 99%
• Founded year: 1952
• Headcount: 1001-5000
• LinkedIn: efteling

Efteling, founded in 1952, is a private theme park and hospitality provider located in Kaatsheuvel, North Brabant, Netherlands. With a workforce of over 2,100 employees, Efteling caters primarily to families and tourists, offering a magical environment filled with attractions, entertainment shows, and accommodations such as hotels and holiday parks. The park is renowned for its fairy-tale theme, which not only shapes its attractions but also extends to its merchandising efforts. Efteling sells a variety of souvenirs and themed products that resonate with its enchanting narrative, enhancing the visitor experience and encouraging repeat visits. The company operates primarily within the Netherlands, with a strong focus on creating memorable leisure experiences for its guests.

5. USJ Co., Ltd.

• Website: usj.co.jp
• Ownership type: Corporate
• Headquarters: Osaka, Osaka, Japan
• Latest funding: $2.3B, February 2017
• Founded year: 1994
• Headcount: 5001-10000
• LinkedIn: usj-co.-ltd.

USJ Co., Ltd., founded in 1994, is the operator of Universal Studios Japan, located in Osaka. The company provides immersive entertainment experiences that draw heavily from popular movies and franchises, catering to families and individuals seeking leisure activities. With a workforce of over 5,000 employees, USJ focuses on delivering memorable experiences through attractions, dining options, and special events. The park is known for its innovative rides and seasonal events, which often feature exclusive merchandise that enhances the visitor experience. In 2017, USJ secured significant funding, indicating strong investor confidence in its business model and growth potential. This financial backing supports their ongoing efforts to expand and enhance their offerings, including merchandise that resonates with their audience.

6. LEGOLAND Florida Resort

• Website: legoland.com
• Ownership type: Private
• Headquarters: Winter Haven, Florida, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 2011
• Headcount: 1001-5000
• LinkedIn: legoland-florida-resort

LEGOLAND Florida Resort, founded in 2011, is a private entertainment company located in Winter Haven, Florida. It operates as part of a global chain of family amusement parks and resorts that focus on the LEGO brand. The resort features over 50 rides, shows, and attractions designed specifically for families and children, creating engaging experiences that promote creativity and play. LEGOLAND Florida not only provides entertainment but also has a robust merchandising strategy, offering a wide range of LEGO-themed products through its online shop and on-site retail locations. This includes exclusive merchandise that enhances the overall visitor experience and encourages brand loyalty. The resort is part of the Merlin Entertainments Group, which further solidifies its position in the theme park industry.

7. Europa-Park Resort

• Website: europapark.de
• Ownership type: Private
• Headquarters: Rust, Baden-Württemberg, Germany
• Employee distribution: Germany 99%, Other 1%
• Founded year: 1975
• Headcount: 1001-5000
• LinkedIn: europa-park-rust-germany-

Europa-Park Resort, founded in 1975 and located in Rust, Baden-Württemberg, Germany, is a prominent theme park and hospitality company. It features a variety of attractions, including rides, shows, and themed accommodations, catering primarily to families and tourists. The resort includes the main theme park, Rulantica water world, and several themed hotels, providing a comprehensive leisure experience. Europa-Park also operates an online shop where visitors can purchase a range of merchandise, including souvenirs and themed products, which enhances the overall visitor experience. The company has received numerous accolades, including the Golden Ticket Award for Best Theme Park Worldwide, reflecting its strong reputation in the industry. With a workforce of over 1,000 employees, Europa-Park continues to be a significant player in the theme park sector, focusing on both entertainment and retail.

8. Merlin Entertainments

• Website: merlinentertainments.biz
• Ownership type: Venture Capital
• Headquarters: Poole, England, United Kingdom (UK)
• Employee distribution: United Kingdom (UK) 51%, United States (USA) 23%, Australia 8%, Other 18%
• Latest funding: $5.9B, June 2019
• Founded year: 1999
• Headcount: 10001+
• LinkedIn: merlin-entertainments

Merlin Entertainments, founded in 1999 and based in Poole, England, is a prominent player in the entertainment sector, operating over 140 attractions across more than 20 countries. The company is known for its portfolio of theme parks and attractions, including LEGOLAND parks, SEA LIFE aquariums, and Madame Tussauds wax museums. Merlin focuses on delivering engaging experiences that resonate with families and individuals, drawing in over 60 million visitors each year. Their strategy includes forming partnerships with well-known intellectual properties, which enhances their attractions and merchandising opportunities. This approach not only boosts visitor engagement but also drives merchandise sales, making them a significant entity in the theme park merchandising space.

9. Alton Towers Resort

• Website: altontowers.com
• Ownership type: Private
• Headquarters: Stoke-On-Trent, England, United Kingdom (UK)
• Employee distribution: United Kingdom (UK) 100%
• Founded year: 1980
• Headcount: 1001-5000
• LinkedIn: alton-towers-resort-operations-ltd-

Alton Towers Resort, located in Stoke-On-Trent, England, is a prominent theme park and resort complex that has been operational since 1980. It offers a variety of attractions, accommodations, and dining options, making it a popular destination for families and thrill-seekers. The resort features over 40 rides and attractions, including roller coasters and themed areas like CBeebies Land, which caters specifically to younger audiences. Alton Towers also provides unique accommodations, such as themed hotels and lodges, enhancing the overall guest experience. As part of the Merlin Entertainments Group, Alton Towers focuses on leisure and recreation, contributing to the broader theme park industry through its events and seasonal offerings. The resort's online shop further supports its merchandising efforts, providing guests with access to a range of themed products and souvenirs.

10. The Dollywood Company

• Website: dollywood.com
• Ownership type: Corporate
• Headquarters: Pigeon Forge, Tennessee, United States (USA)
• Employee distribution: United States (USA) 100%
• Latest funding: December 2023
• Founded year: 1985
• Headcount: 1001-5000
• LinkedIn: dollywood-parks-and-resorts

The Dollywood Company, founded in 1985, operates a prominent theme park and resort located in Pigeon Forge, Tennessee. Known for its family-friendly atmosphere, Dollywood offers a wide array of attractions, dining experiences, and accommodations, making it a popular destination for visitors to the Smoky Mountains. The park features various seasonal events and concerts, which not only enhance the visitor experience but also drive merchandise sales. Dollywood's commitment to showcasing cultural experiences and local craftsmanship is evident in its shopping options, where guests can purchase unique souvenirs and themed merchandise. The company employs around 910 individuals and has established itself as a significant player in the theme park industry, focusing on creating memorable experiences for families and individuals alike.

11. PortAventura World

• Website: portaventuraworld.com
• Ownership type: Private Equity
• Headquarters: Salou, Catalonia, Spain
• Employee distribution: Spain 100%
• Latest funding: December 2013
• Founded year: 1995
• Headcount: 1001-5000
• LinkedIn: portaventura

PortAventura World, located in Salou, Catalonia, Spain, is a prominent theme park and resort that has been operational since 1995. The company operates several attractions, including PortAventura Park, Ferrari Land, and Caribe Aquatic Park, catering to families and tourists seeking leisure activities. PortAventura World offers a variety of hotel accommodations and packages, enhancing the overall visitor experience. The parks feature numerous rides, shows, and themed events, which contribute to their appeal. Additionally, the company has a range of shops within the parks, selling themed merchandise that complements the attractions. This integration of entertainment and retail is a key aspect of their business model, allowing them to engage visitors beyond just the rides and shows.

12. Silver Dollar City Parks & Resorts

• Website: silverdollarcity.com
• Ownership type: Private
• Headquarters: Branson, Missouri, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1960
• Headcount: 1001-5000
• LinkedIn: silver-dollar-city-attractions

Silver Dollar City Parks & Resorts, founded in 1960, is an amusement park located in Branson, Missouri, that immerses visitors in an 1880s-themed environment. The park is known for its thrilling rides, live entertainment, and seasonal festivals, attracting families and tourists alike. Beyond the attractions, Silver Dollar City boasts a robust shopping experience, featuring over 100 resident craftsmen and a variety of shops that offer handmade goods, local delicacies, and unique souvenirs. This focus on craftsmanship and themed shopping enhances the overall visitor experience, making it a notable player in the theme park merchandising industry. The park also operates additional attractions, including a water park and a dinner cruise, further diversifying its offerings and appeal to guests.

13. Phantasialand

• Website: phantasialand.de
• Ownership type: Private
• Headquarters: Bergisch Gladbach, North Rhine-Westphalia, Germany
• Employee distribution: Germany 100%
• Founded year: 1967
• Headcount: 1001-5000
• LinkedIn: phantasialand

Phantasialand, located in Bergisch Gladbach, North Rhine-Westphalia, Germany, is a private theme park and hotel resort founded in 1967. The park features a wide array of attractions, live entertainment, and dining options, catering primarily to families and tourists seeking leisure activities. Phantasialand is known for its attention to detail in creating immersive environments, which enhances the overall guest experience. The resort includes three themed hotels, each designed to provide unique experiences that complement the park's attractions. Phantasialand also offers gift vouchers, which serve as a merchandising tool, allowing guests to purchase experiences for themselves or as gifts for others. This strategy not only promotes the park but also contributes to its revenue stream. The park has not reported any recent funding, indicating it operates independently within the theme park industry.

14. Dreamworld and SkyPoint

• Website: dreamworld.com.au
• Ownership type: Private
• Headquarters: Coomera, Queensland, Australia
• Employee distribution: Australia 95%, Pakistan 4%
• Founded year: 1981
• Headcount: 501-1000
• LinkedIn: dreamworldau

Dreamworld and SkyPoint, located in Coomera, Queensland, Australia, is a private theme park and zoo that has been operational since 1981. The park features over 40 rides and attractions, catering to families and thrill-seekers alike. In addition to its amusement offerings, Dreamworld emphasizes wildlife conservation, providing educational experiences with native Australian animals. The company operates various retail outlets, including a LEGO® Certified Store and an online store, which contribute to its merchandising efforts. Dreamworld is also known for its community engagement and charity initiatives, further solidifying its role in the local and broader entertainment industry. The park is co-located with WhiteWater World, expanding its appeal to visitors seeking both water and amusement park experiences. Dreamworld is owned by Coast Entertainment Holdings, which specializes in leisure and entertainment assets on the Gold Coast.

15. Busch Gardens Tampa Bay

• Website: buschgardens.com
• Ownership type: Private
• Headquarters: Tampa, Florida, United States (USA)
• Employee distribution: United States (USA) 99%
• Founded year: 1984
• Headcount: 1001-5000
• LinkedIn: busch-gardens-tampa-bay

Busch Gardens Tampa Bay, founded in 1984, operates as a prominent amusement park located in Tampa, Florida. It is part of the SeaWorld Parks & Entertainment family and is known for its thrilling rides, animal experiences, and seasonal events. The park caters to families and thrill-seekers alike, providing an educational environment that emphasizes wildlife conservation. Busch Gardens features a variety of shopping options, with over a dozen unique boutiques and specialty shops that offer a range of merchandise, from ride-themed apparel to exclusive souvenirs. The park's commitment to conservation is reflected not only in its attractions but also in its merchandise, which often highlights wildlife and environmental themes. This focus on both entertainment and education positions Busch Gardens as a relevant player in the theme park industry, particularly in the merchandising sector.

16. Universal Studios Hollywood

• Website: universalstudioshollywood.com
• Ownership type: Private
• Headquarters: Universal City, California, United States (USA)
• Employee distribution: United States (USA) 97%, Other 3%
• Founded year: 1964
• Headcount: 1001-5000
• LinkedIn: universal-studios-hollywood

Universal Studios Hollywood, founded in 1964, is a prominent theme park located in Universal City, California. It offers a variety of entertainment experiences, including thrilling rides, attractions, and dining options, catering to families and individuals seeking leisure activities. The park is known for its unique blend of entertainment and behind-the-scenes experiences, particularly through its famous studio tour. In addition to its attractions, Universal Studios Hollywood has a robust merchandising operation, featuring stores that sell a wide array of products related to its popular franchises, such as merchandise from movies and characters that resonate with visitors. This focus on merchandising not only enhances the overall guest experience but also plays a crucial role in the park's financial success. The company operates with a significant workforce, employing over 7,400 individuals, and primarily serves the U.S. market, with a small percentage of its operations extending internationally.

17. Gulliver's Theme Park Resorts

• Website: gulliversfun.co.uk
• Ownership type: Corporate
• Headquarters: Warrington, England, United Kingdom (UK)
• Employee distribution: United Kingdom (UK) 100%
• Latest funding: December 2011
• Founded year: 1978
• Headcount: 201-500
• LinkedIn: gulliver%27s-theme-parks

Gulliver's Theme Park Resorts is a family entertainment company based in Warrington, England, established in 1978. The company operates several theme parks and resorts across the UK, including Gulliver's World, Gulliver's Kingdom, Gulliver's Valley, and Gulliver's Land. These parks are designed specifically for families with children aged 2 to 13, offering a variety of attractions and themed accommodations. Gulliver's provides ticket sales, annual passes, and unique gift experiences, catering to families seeking memorable outings. The company also features a gift shop that sells a range of merchandise, enhancing the visitor experience and contributing to their revenue stream. Their commitment to creating enjoyable experiences for families has solidified their presence in the theme park industry.

18. Parc Astérix

• Website: parcasterix.fr
• Ownership type: Private
• Headquarters: Plailly, Hauts-De-France, France
• Employee distribution: France 100%
• Founded year: 1989
• Headcount: 501-1000
• LinkedIn: parc-asterix

Parc Astérix, founded in 1989, is a private theme park and hotel operator located in Plailly, Hauts-De-France, France. The park is designed to entertain families and individuals, featuring a variety of attractions, live shows, and events. It also offers hotel accommodations, enhancing the overall visitor experience with themed stays. Parc Astérix operates primarily within the amusement and hospitality sectors, providing a unique blend of entertainment and lodging. The park is well-known for its connection to the beloved Asterix comic series, which influences its attractions and merchandise. With a workforce of approximately 1,110 employees, Parc Astérix is a significant employer in the region and continues to attract visitors with its engaging offerings and seasonal events.

19. Enchanted Forest Theme Park

• Website: enchantedforest.com
• Ownership type: Family Owned
• Headquarters: Turner, Oregon, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1971
• Headcount: 51-200
• LinkedIn: enchanted-forest-theme-park

Enchanted Forest Theme Park, located in Turner, Oregon, is a family-owned amusement park that has been entertaining visitors since its founding in 1971. The park offers a variety of rides and attractions designed to provide a unique experience for families and individuals. In addition to its attractions, Enchanted Forest places a strong emphasis on themed merchandise, operating several gift shops that feature a wide array of products. These include apparel, toys, jewelry, and collectibles, as well as art and memorabilia created by Roger Tofte, the park's founder. The park also maintains an online store, allowing customers to purchase items year-round. This combination of physical and online retailing positions Enchanted Forest as an active player in the theme park merchandising industry.

20. Disney France

• Website: disney.fr
• Ownership type: Private
• Headquarters: Paris, Île-De-France, France
• Employee distribution: France 99%, Other 1%
• Founded year: 1923
• Headcount: 201-500
• LinkedIn: disney-france

Disney France, a subsidiary of The Walt Disney Company, is based in Paris, Île-De-France. Founded in 1923, the company has grown to employ around 304 individuals, primarily in France. Disney France is integral to the operations of Disneyland Paris, one of the most visited theme parks in Europe. The company not only produces and distributes a wide range of entertainment content, including films and television shows, but also manages the merchandising associated with its theme parks. This includes the sale of various products that feature beloved Disney characters and franchises, enhancing the visitor experience and generating significant revenue. Disney France also operates through multiple channels, including its online store, which allows fans to purchase merchandise from the comfort of their homes. The company continues to innovate and adapt its offerings to meet the demands of its audience, ensuring its relevance in the competitive entertainment and merchandising landscape.

21. LEGOLAND Billund Resort

• Website: legoland.dk
• Ownership type: Private
• Headquarters: Billund, Denmark
• Employee distribution: Denmark 98%, Other 2%
• Founded year: 1968
• Headcount: 1001-5000
• LinkedIn: legoland-billund-resort

LEGOLAND Billund Resort, founded in 1968, is an amusement park located in Billund, Denmark. It is themed around LEGO toys and primarily caters to families with children, offering a variety of attractions, rides, and experiences that promote creativity and fun. The park features over 50 rides and attractions, all designed to engage visitors of all ages. In addition to the rides, LEGOLAND Billund also provides accommodations through its themed hotels, enhancing the overall visitor experience. The park is a significant player in the amusement industry, focusing on creating memorable experiences for its guests. Its strong connection to the LEGO brand allows it to offer a wide range of merchandise, including exclusive LEGO sets and souvenirs, which are popular among visitors. This merchandising aspect is a crucial part of its business model, contributing to its relevance in the theme park sector.

22. American Dream

• Website: americandream.com
• Ownership type: Private
• Headquarters: East Rutherford, New Jersey, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 2019
• Headcount: 1001-5000
• LinkedIn: americandream

American Dream, located in East Rutherford, New Jersey, is an entertainment complex that opened its doors in 2019. It features a range of attractions, including the DreamWorks Water Park and Nickelodeon Universe, making it a family-friendly destination. Beyond entertainment, American Dream also offers a retail shopping experience, where visitors can purchase exclusive products related to its attractions. The complex caters to families and individuals seeking both fun and unique merchandise in one location. The online store showcases collections tied to its attractions, including apparel, toys, and home accessories, further solidifying its role in the theme park merchandising industry.

23. Enchanted Kingdom

• Website: enchantedkingdom.ph
• Ownership type: Private
• Headquarters: Santa Rosa, Calabarzon, Philippines
• Employee distribution: Philippines 98%, Hong Kong S.A.R 2%
• Founded year: 1995
• Headcount: 201-500
• LinkedIn: enchanted-kingdom

Enchanted Kingdom Inc. is a privately owned theme park located in Santa Rosa, Laguna, Philippines, founded in 1995. The park is designed to provide a variety of attractions, rides, and entertainment options aimed at families and individuals seeking leisure activities. Enchanted Kingdom not only focuses on ticket sales and membership options but also emphasizes merchandising through its online store, where visitors can purchase themed merchandise and promotional packages. The park has adapted to changing circumstances, such as the COVID-19 pandemic, by implementing safety measures and reopening strategies, demonstrating its resilience in the industry. With a workforce of approximately 481 employees, Enchanted Kingdom continues to play a significant role in the local entertainment sector, contributing to the economy and providing memorable experiences for its guests.

24. Mirabilandia

• Website: mirabilandia.it
• Ownership type: Private
• Headquarters: Ravenna, Emilia-Romagna, Italy
• Employee distribution: Italy 96%, Brazil 4%
• Founded year: 1991
• Headcount: 501-1000
• LinkedIn: mirabilandia

Mirabilandia, founded in 1991, is a private theme park located in Ravenna, Emilia-Romagna, Italy. With a workforce of approximately 270 employees, the park caters to families and individuals seeking entertainment through a variety of attractions, shows, and events. Mirabilandia offers admission tickets, seasonal passes, and hotel packages, making it a comprehensive destination for leisure activities. The park features several themed areas, including Route 66, Far West Valley, and Ducati World, each designed to provide unique experiences for visitors. In addition to its attractions, Mirabilandia has a strong focus on merchandising, with shops offering a range of souvenirs and themed products that allow guests to take home a piece of their experience. This merchandising strategy is crucial for enhancing visitor engagement and generating additional revenue for the park.

25. Farah Experiences LLC

• Website: farahexperiences.com
• Ownership type: Private
• Headquarters: Abu Dhabi, Abu Dhabi, United Arab Emirates (UAE)
• Employee distribution: United Arab Emirates 100%
• Founded year: 2008
• Headcount: 1001-5000
• LinkedIn: farah-experiences-llc

Farah Experiences LLC, a subsidiary of Miral, is a prominent player in the tourism and entertainment sector based in Abu Dhabi, UAE. Founded in 2008, the company specializes in creating and managing immersive attractions that draw visitors from around the globe. Their portfolio includes notable theme parks such as Ferrari World, Warner Bros. World, and Yas Waterworld, all located on Yas Island. Farah Experiences is responsible for the operational management of these attractions, ensuring they provide memorable experiences for guests. The company also plays a role in the retail aspect of these parks, likely offering a range of merchandise that enhances the visitor experience. Through its efforts, Farah Experiences contributes significantly to Abu Dhabi's economic diversification and tourism growth.

Theme Park Merchandising Insights: Key Companies

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