Merlin Entertainments has confirmed it will go ahead with developing a Legoland in Dubai, with the park slated to open in 2016.

“Merlin first looked at opening a Legoland in Dubai about five years ago, but then the country went into economic freefall,” media spokesperson Sally-Ann Wilkinson told Attractions Management.

“Merlin held the option open and has now decided that it will proceed with the park, but there are no further details yet.”

At present, 60 per cent of Merlin's revenue comes from Britain and continental Europe, so the company is keen to broaden its global coverage. Part of this strategy involves attracting the growing middle classes in emerging markets.

Six new attractions will open this year, including a Madame Tussauds in Beijing and its first North American Dungeon in San Francisco. It sees the North American market as having strong growth potential.

Merlin is the second-biggest theme park operator in the world, counting among its brands SeaLife, Madame Tussauds and the soon-to-open Shrek’s Far Far Away Adventure.

The Shrek attraction will be an interactive adventure featuring the characters and the first site will launch at London’s County Hall next summer.

This is the first time Merlin has worked with a Hollywood studio to create a scaleable branded entertainment experience based on a globally-recognised entertainment franchise.