Merlin's Magic Wand
Merlin's Magic Wand is an international children's charity, founded in 2008, that delivers free magical experiences at Merlin Entertainments attractions for children aged 2–18 facing illness, disability, or adversity across the UK, US, Europe, China, and Asia Pacific.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Merlin's Magic Wand does
Merlin's Magic Wand is an international children's charity founded in 2008 and registered with the UK Charity Commission (1124081) and the US Internal Revenue Service as a 501(c)(3) (EIN 46-0809190). The organisation delivers three core programmes — Magical Days Out (free attraction admission tickets for eligible children), Magic On Tour (volunteer-led outreach to schools, hospices, and hospitals), and Merlin's Magic Spaces (attraction-themed play environments installed in hospitals, schools, and hospices) — serving children aged 2–18 facing illness, disability, or adversity across the UK, US, Europe, China, and Asia Pacific.
The charity is the official partner of Merlin Entertainments Limited Group, which donates 100% of Magical Days Out tickets and contributes annually towards operating costs. This partnership grants access to Merlin's portfolio of more than 140 attractions across 25 countries, including LEGOLAND Resorts, Madame Tussauds, SEA LIFE Aquariums, Alton Towers, Thorpe Park, Chessington, and Warwick Castle, alongside embedded Merlin staff volunteer support. The operating model is deliberately lean: a five-employee team headquartered in Poole, Dorset with registered offices in London (UK) and Orlando, Florida (US), supported by a wider network of referral partner organisations (Make-A-Wish UK, Rainbow Trust, Young Lives vs Cancer, Kids Wish Network, Life Force, Mates On a Mission, and others) that screen and refer beneficiaries.
Revenue is generated through individual donations (processed via JustGiving), corporate sponsorship and fundraising events, in-kind ticket donations and operating support from Merlin Entertainments, and affiliate-referral income via easyfundraising and CBU Auctions. There are no commercial customers; all beneficiary experiences are provided free of charge, and the charity is independently regulated while mission-aligned with Merlin Entertainments' corporate values.
Merlin's Magic Wand firmographics
Firmographics- Name
- Merlin's Magic Wand
- Legal name
- Merlin's Magic Wand Children's Charity
- Website
- https://merlinsmagicwand.org
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Merlin's Magic Wand is an international children's charity, founded in 2008, that delivers free magical experiences at Merlin Entertainments attractions for children aged 2–18 facing illness, disability, or adversity across the UK, US, Europe, China, and Asia Pacific.
- Ownership category
- akta.pro rank
Merlin's Magic Wand industry classification
Industry- Product category
- Children's Charity Services
- NAICS
- Amusement Parks and Arcades (7131)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Party Games, Activities & Interactive Entertainment (HSACACAJ)
Keywords
Where Merlin's Magic Wand is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Merlin's Magic Wand business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Individual Donations: Members of the public make monetary donations via the charity's website donation forms to support the charitable programmes. Donations are processed through JustGiving.
- Corporate Sponsorship & Fundraising: Corporate supporters sponsor fundraising events (golf tournaments, challenge events) and make contributions. In the USA, CBU Auctions generates fundraising through silent auction displays at Merlin attractions. The Good Pour (Florida wine/spirits retailer) donates a portion of profits to the foundation.
- Merlin Entertainments Operating Support: Merlin Entertainments donates 100% of Magical Days Out tickets and makes an annual financial contribution towards the charity's operating costs, enabling a higher proportion of donations to go directly to programme delivery.
- EasyFundraising: Through easyfundraising, the charity receives free donations from online retail purchases made by supporters — over 8,000 retailers participate, at no cost to shoppers.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Merlin's Magic Wand product offering
Product offeringCore offering
Merlin's Magic Wand is an international children's charity that creates magical experiences for children aged 2–18 facing illness, disability, or adversity through three core programmes: Magical Days Out (free admission tickets to Merlin Entertainments attractions), Magic On Tour (volunteer-led outreach visits to schools, hospices and hospitals), and Merlin's Magic Spaces (attraction-themed play environments built into hospitals and care settings). All services are provided free of charge to eligible beneficiaries referred by partner organisations.
Product overview
Merlin's Magic Wand is an international children's charity offering a unified portfolio of three core charitable programs. The primary offerings are: (1) Magical Days Out — provides single-day admission tickets to Merlin Entertainments attractions for children facing illness, disability, or adversity; (2) Magic On Tour — a community outreach initiative bringing Merlin attraction experiences to children in schools, hospices, and hospitals via volunteer visits; and (3) Merlin's Magic Spaces — transforms healthcare and educational settings into immersive, brand-themed play environments. Supplementary support programs include events-based fundraising, an easyfundraising shopping partnership, and the Auctions in Action initiative (US). The organization operates in partnership with Merlin Entertainments Limited, which donates 100% of Magical Days Out tickets and contributes to operating costs.
Differentiator
Problem solved
Functional benefit
Brands
- Magical Days Out: Programme giving children and families unforgettable days of fun and adventure at Merlin attractions
- Magic On Tour
- Merlin's Magic Spaces
- Merlin Magic Makers
Products and services
- Magical Days Out A programme that provides free single-day admission tickets to eligible children and their immediate family to enjoy one Merlin Entertainments attraction of their choice, creating magical experiences for children aged 2–18 facing illness, disabilities, or adversity. Enhanced Magical Day Outs add Fastrack passes, hotel stays, VIP experiences, and meet-and-greets.
- Magic On Tour A community outreach initiative that brings the wonder of Merlin attractions directly to children in schools, hospices, and hospitals through Merlin team member volunteers using Merlin Volunteer Days, creating joy-filled experiences in person or virtually for children who cannot visit an attraction.
- Merlin's Magic Spaces Immersive, attraction-themed areas designed and created in hospitals, treatment centres, orphanages, special educational needs schools, and hospices, transforming everyday spaces into magical environments inspired by Merlin brands such as LEGOLAND and SEA LIFE. Designed and built by Merlin Magic Makers staff and attraction partners.
- Events and Challenges Fundraising Fundraising programme offering supporters the opportunity to participate in marathons, bungee jumps, cycle challenges, Tough Mudder events, Ultra Challenges, and corporate golf days to raise funds for Merlin's Magic Wand programmes.
- easyfundraising Partnership A free donation-raising scheme where UK supporters can generate donations for Merlin's Magic Wand when shopping online through easyfundraising.org.uk with over 8,000 participating retailers, at no extra cost to the shopper.
- Auctions in Action (CBU Auctions) A partnership with CBU Auctions that places professionally managed silent auction displays in participating Merlin US attractions (SEA LIFE Charlotte-Concord, Madame Tussauds Orlando, Las Vegas, New York) to raise funds for Magical Days Out experiences. CBU handles installation, inventory, and fulfillment at no cost to the charity.
Quantifiable outcome
- 183,969 children created magical experiences in 2025 globally
- +2 more outcomes
Companies that use Merlin's Magic Wand
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles3 records
Merlin's Magic Wand technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Merlin's Magic Wand partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core / primary and minor.
- Merlin Entertainmentscore / primaryMerlin Entertainments is the primary corporate partner of Merlin's Magic Wand. The group donates 100% of all Magical Days Out tickets and makes an annual financial contribution towards the charity's operating costs. The partnership enables access to Merlin's global portfolio of over 140 attractions across 25 countries, including LEGOLAND Resorts, Madame Tussauds, SEA LIFE, Alton Towers, Thorpe Park, Chessington, Warwick Castle, and Peppa Pig Theme Park. The mission of the charity is an extension of the beliefs and values of Merlin Entertainments, though the charity is independently regulated.
- OTB Foundationcore / primaryOTB Foundation (Italy) partnered with Merlin's Magic Wand and Gardaland Resort to bring over 100 children and young people from group homes in Veneto and Lombardy to Gardaland for four days of magical experiences. OTB Foundation envisioned and funded the initiative, while Merlin's Magic Wand coordinated the experience with Gardaland.
- Make-A-Wish UKminorPartnership to grant wishes for children. Merlin's Magic Wand collaborated with Make-A-Wish UK to fulfil Eva's wish to start a YouTube channel, hosting her at SEA LIFE Brighton where she filmed her first video.
- Life ForceminorLife Force is a charity partner that refers children receiving palliative care for Magical Day Outs. Romeo, a child with a cardiac condition, was referred by Life Force for an Enhanced Magical Day Out at Chessington World of Adventures.
- Rainbow Trust Children's CharityminorRainbow Trust Children's Charity referred Alpha's family for an Enhanced Magical Day Out at Alton Towers Resort after he completed treatment for an ATRT tumour. Rainbow Trust's support worker coordinated the visit.
- Mates On a MissionminorAustralian charity partner that referred Harvey and his family for a Magical Day Out at SEA LIFE Sydney. Mates On a Mission coordinated the accessibility needs and provided ongoing support for the family.
- CBU AuctionsminorCBU Auctions runs the 'Auctions in Action' programme, placing silent auction displays at Merlin US attractions (SEA LIFE Charlotte-Concord, Madame Tussauds Orlando, Las Vegas, New York) to raise funds for Merlin's Magic Wand. CBU handles installation, inventory, and fulfillment at no cost to the charity.
- The Good PourminorFlorida-based wine and spirits retailer that donates a portion of profits to the charity when customers select Merlin's Magic Wand as their preferred charity of choice during purchase.
- Kids Wish NetworkminorUS wish-granting charity that partnered with Merlin's Magic Wand and LEGOLAND Florida to create a Magical Day Out for the Hall family during the FIFA World Cup 2026 kickoff event.
- Gardaland Resortcore / primaryGardaland (Italy) is a Merlin Entertainments attraction and a key partner in creating Magic Spaces in hospitals. The partnership transformed a Verona hospital playroom into a Gardaland-themed Magic Space for the 50th anniversary of the park. Gardaland's team of volunteers and local suppliers built the space, expected to serve over 2,200 children annually.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Merlin's Magic Wand competitors and assessment
Company assessmentDirect peers
- Starlight Children's Foundation: US-based charity delivering entertainment, education, and play experiences to hospitalized children—overlapping significantly with Merlin's Magic Spaces and Magic On Tour programs. Operates hospital-focused programming analogous to the charity's Magic Spaces model.
- Dreams Come True: UK-based children's charity fulfilling wishes for children with serious and life-limiting conditions. Competes with Merlin's Magic Wand for the same pool of UK beneficiaries and donor funding.
- Kids Wish Network: US wish-granting charity that already partners with Merlin's Magic Wand and LEGOLAND Florida. Directly comparable mission and operating geography in the US market.
- Spread a Smile: UK charity that brings entertainment, magicians, and joy to seriously ill children in hospitals—directly paralleling the Magic On Tour outreach model. Strong comparator for the in-hospital experience program.
- Theodora Children's Charity: UK and international charity sending professional performers ('Giggle Doctors') into hospitals to bring joy to sick children. Directly comparable to the Magic On Tour program's in-hospital entertainment delivery model.
- Make-A-Wish Foundation: The largest global wish-granting charity for children with critical illnesses. Make-A-Wish is the most direct competitor in the experience-based children's charity space, with whom Merlin's Magic Wand already partners and shares referral relationships.
- Rays of Sunshine Children's Charity: UK charity granting wishes to seriously ill children aged 3–18, including visits to attractions and experiences. Directly comparable in target beneficiary, age range, and beneficiary experience model in the UK market.
Broad incumbents
- Together for Short Lives: UK charity supporting children with life-limiting conditions and the services that help them. Broader in scope than Merlin's Magic Wand but overlapping beneficiary population and hospice/hospital referral channels.
- Children in Need (BBC): Major UK children's charity with a much broader mission (disadvantaged children across the UK) but significant overlap in beneficiary support and fundraising channel competition. Acts as a major funder for smaller charities in the space.
Emerging players
- Ronald McDonald House Charities: Global charity supporting families of sick children through accommodation and in-hospital services. Different core service but highly overlapping beneficiary families and hospital partnership networks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Merlin's Magic Wand social profiles
Digital presenceMerlin's Magic Wand compliance and trust
Trust signalCompliance3 records
Merlin's Magic Wand financial estimates
Financial estimateRevenue estimate
Valuation estimate
Merlin's Magic Wand leadership team
Management profileNumber of profiles
Merlin's Magic Wand funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Merlin's Magic Wand M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Merlin's Magic Wand
What does Merlin's Magic Wand do?
Merlin's Magic Wand is an international children's charity that creates magical experiences for children aged 2–18 facing illness, disability, or adversity through three core programmes: Magical Days Out (free admission tickets to Merlin Entertainments attractions), Magic On Tour (volunteer-led outreach visits to schools, hospices and hospitals), and Merlin's Magic Spaces (attraction-themed play environments built into hospitals and care settings). All services are provided free of charge to eligible beneficiaries referred by partner organisations.
Is Merlin's Magic Wand a public or private company?
Merlin's Magic Wand is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Merlin's Magic Wand founded?
Merlin's Magic Wand was founded in -1. It employs 1 to 10 people.
Where is Merlin's Magic Wand based?
Merlin's Magic Wand is headquartered in London, United Kingdom, in the Europe region.
How does Merlin's Magic Wand make money?
Four revenue lines are on record. Individual Donations are the primary driver. The others are corporate Sponsorship & Fundraising, merlin Entertainments Operating Support and easyFundraising.
Who are Merlin's Magic Wand's main competitors?
Direct peers on record are Starlight Children's Foundation, Dreams Come True, Kids Wish Network, Spread a Smile, Theodora Children's Charity, Make-A-Wish Foundation and Rays of Sunshine Children's Charity. Broad incumbents are Together for Short Lives and Children in Need (BBC). Ronald McDonald House Charities is listed as an emerging player.
Does Merlin's Magic Wand have an API?
No public API is recorded for Merlin's Magic Wand.
What industry is Merlin's Magic Wand in?
Merlin's Magic Wand's product category is Children's Charity Services. Its primary akta.pro industry code is HSACACAJ, Party Games, Activities & Interactive Entertainment. Its NAICS code is 7131 and its SIC code is 7900.