Merlin buys The Wheel at Icon Park, renaming it The Orlando Eye

Merlin Entertainments has purchased the large observation wheel at Icon Park in Orlando, Fla. They also own and run Legoland Florida and Peppa Pig Theme Park, as well as Madame Tussauds and Sea Life at Icon Park.

As of today, The Wheel has been renamed The Orlando Eye by Merlin Entertainments, AKA Orlando Eye. The Orlando Eye is the tallest observation attraction on the U.S. East Coast.

When the wheel first officially opened on May 4, 2015, it was managed, but not owned by Merlin and was called The Orlando Eye, similar to The London Eye observation wheel in London, which they also run. At the time, Icon Park was called I-Drive 360. The Orlando Eye was renamed Coca-Cola Orlando Eye a year later in 2016, and in 2018 it was named Icon Orlando. A year after that, it was named The Wheel at Icon Park.

The attraction is the first acquisition made under the leadership of Merlin Entertainments’ CEO Scott O’Neil and shows the company’s focus on expanding its attractions in leading tourist cities throughout the world.

“Today’s acquisition of the Orlando Wheel in the vitally important tourist hub of Orlando demonstrates our gateway strategy in action and serves to replicate our successful London gateway formula, whereby we have clustered four of our branded attractions alongside the iconic anchor that is The London Eye,” states CEO, Scott O’Neil.

Icon Park’s President and CEO Chris Jaskiewicz said Merlin’s expansion plans fit well with its own growth strategy of continuing to sign quality restaurant, live entertainment and attraction tenants to its 20-acre destination on International Drive.

Located in Icon Park, near the center of International Drive, the 400-foot-tall Orlando Eye features 30 air-conditioned glass capsules. Each capsule has room for up to 15 guests to enjoy a slow moving 20-minute journey above the landscape. Merlin said that in 2023, 27% of guests who visited Orlando’-based’s Madame Tussauds also visited the Sea Life Orlando Aquarium.

Similarly to Merlin’s cluster of Orlando-based attractions, they also own and operate several of London’s popular entertainment attractions, including the 443-foot-tall London Eye, Sea Life London Aquarium, Madame Tussauds London, The London Dungeon, and Shrek’s Adventure London. According to figures by VisitBritain and Merlin guest data, more than one quarter of tourists who come to London visit at least one of Merlin’s attractions.

Of the 16 U.S. states boasting Merlin attractions, Florida is now home to five attractions, and was the site of Merlin’s first Peppa Pig Theme Park, which opened in 2022. In 2023, Merlin announced the construction of America’s second Peppa Pig Theme Park, set to open in Dallas-Fort Worth in summer 2024; which is one of two Peppa Pig attractions currently under construction globally. Merlin said their three U.S.-based Legoland Resorts in Florida, California, and New York are some of the most popular and most visited of Merlin’s 10 Legoland theme parks open globally.

Tickets to The Orlando Eye by Merlin Entertainments are available at Icon Park and online. Visit TheOrlandoEye.com for information or to purchase entry to The Orlando Eye, Sea Life, and Madame Tussauds. The Orlando Eye has also been added to Legoland Florida Gold, Gold+, and Elite annual passes.