Case | HBS Case Collection | July 2005 (Revised October 2006)

Global Fun: The Internationalization of Theme Parks

by Geoffrey G. Jones and Steven Shaheen


A fictitious private equity firm considers whether to buy the international theme park business of the LEGO Group. Considers the origins of theme parks in the United States; the international expansion of Disney theme parks to Tokyo and Paris since the 1970s; and the expansion of the theme park business of the LEGO Group from its home in Billund, Denmark, to Great Britain, Germany, and the United States. The LEGO Group has now announced that it intends to sell the business. Explores the rationale for international theme park business and, in particular, the drivers of profitability of parks in different locations.

Keywords: Private Equity; Globalized Markets and Industries; Globalized Firms and Management; Global Strategy; Entertainment and Recreation Industry; Germany; Tokyo; Great Britain; Denmark; United States; Paris;


Jones, Geoffrey G., and Steven Shaheen. "Global Fun: The Internationalization of Theme Parks." Harvard Business School Case 806-018, July 2005. (Revised October 2006.)