Screen Time Is Our Competition

 

Merlin Entertainments CEO Fiona Eastwood declared that the global theme park giant's most significant competitor is not a rival attraction, but rather "screens at home"—namely the pervasive use of phones and gaming devices by children. Eastwood highlighted that parents increasingly view the home as a "battleground" for screen time, positioning Merlin's UK attractions, such as Alton Towers and Legoland, as the "perfect antidote" by providing essential family escapism and tangible, real-life experiences. To encourage attendance despite cost-of-living pressures and declining consumer confidence, Merlin is leaning heavily on powerful brand partnerships with beloved IPs like Lego, Peppa Pig, and Minecraft, alongside the growing importance of seasonal events, noting that Halloween now rivals the summer season in driving profits at some of its parks. Eastwood also noted that seasonal events, particularly Halloween, are now essential revenue drivers, with the spooky season's profitability now rivaling summer at some parks like Thorpe Park. Finally, in addressing industry struggles like a recent credit rating downgrade and the end of post-COVID "revenge spending," Eastwood used the platform to call on the government, in her capacity as a UK Hospitality board member, for a necessary reduction in VAT on the Tourism and Leisure sector, alongside easing "red tape" on planning reforms to ensure the industry's continued economic growth.

BBQ - Outline two reasons why the "screen time at home" would be considered an example of indirect competition for Merlin Entertainments.

Merlin Entertainments