Merlin Entertainments, Europe’s largest and the world’s second-largest visitor attraction operator, has commenced operation of Cadbury World in Birmingham, UK. Following the completion of an agreement that sees Merlin acquire the attraction’s operating and brand licenses the West Midlands’ attraction will now have Merlin become responsible for the day-to-day running of the Cadbury World site, its employees, and all operational decisions, as well as holding brand usage rights for Cadbury World in the UK. Opened in 1990, the venue is one of the West Midlands’ most popular attractions with 600,000+ people visiting every year. Visitors learn about the nation’s favourite chocolate

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