Midway at the Mall [Chain Store Age]

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Europe's biggest attractions operator, Merlin Entertairunents, is delivering several of
its mainstay brands - Legoland, Discovery Centre, Madame Tussauds and Sea Life Centre among them - to the United States with Los Angeles based Samuels & Co. as its exclusive broker.

"Being entertained, and specifically having intellectual property as part of the entertainment, is playing an increasingly important role in differentiating one shopping center from another," said Howard Samuels, president of Samuels & Co. "From a macro perspective, entertainment
in the right environment complements shopping, because it increases length of stay, it distinguishes one project from another, it creates a sense of village or community especially
if it's a family-oriented activity - and it enhances opportunities, particularly in lifestyle centers or bigger projects."

"In the case of Legoland, developers across the country are realizing the value that an authentic brand of entertainment can bring," said Samuels.