Merlin Entertainments has signed a new partnership to bring its Madame Tussauds brand to Beijing.
The deal with Soho China will see the country’s fourth Madame Tussauds waxwork museum open next year in central Beijing, close to Tiananmen Square.
The attraction will include a range of Chinese and international celebrities from the worlds of sport, politics, movies and TV, with no ropes or barriers separating guests from the figures.
“Merlin is one of the world’s most successful and biggest visitor attraction operators and we are delighted to be working with them to bring one of their best known and loved global brands, Madame Tussauds, to Beijing,” said Soho China’s chairman, Pan Shiyi. “It will bring a new dimension and international flavour to the Qianmen and Beijing, and we look forward to working with Merlin on more projects in the future.”
Merlin said the deal formed part of its strategy to expand its key attraction brands – Madame Tussauds, Sea Life and Legoland – into “all of China’s key cities”. The company currently operates various attractions in Shanghai, Hong Kong and Wuhan.