Cadbury World is owned by Mondelez International, the global parent company of Cadbury, but has been operated by Merlin Entertainments under a long-term licensing agreement since 2022[1][5]. This arrangement means that while Mondelez retains ownership of the brand and its intellectual property, Merlin—well known for attractions like Alton Towers and Legoland—manages the daily operations and guest experience at Cadbury World in Bournville, Birmingham[1][5].
The partnership allows Merlin Entertainments to leverage its expertise in visitor attractions, while Mondelez continues to oversee the Cadbury brand’s heritage and product integrity[1]. The deal brought Cadbury World into Merlin’s large roster of UK attractions through a 50-year operational contract with Mondelez International[1]. Previously, Cadbury World was entirely operated by Cadbury (and then Mondelez International after its 2010 acquisition of Cadbury), but the 2022 agreement shifted operational control to Merlin Entertainments[1][5].
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