Call it the ‘it’ destination of the amusement business these days. Lego is joining a host of other property owners, including Marvel and Nickelodeon, in piecing together a Dubai-based theme park. In this case, Dubai Holding has forged a strategic alliance with Merlin Entertainment Group to build Legoland Parks across the Arab world.

Tatweer and Merlin Entertainment Group’s Legoland Dubailand will be the first Legoland Park to be built outside of North America and Europe. The US$250 million project is slated to occupy three million square-feet inside Dubailand, the world’s largest leisure and entertainment destination.

The park will feature more than 40 interactive rides, shows and attractions geared towards families.

Currently, there are four Legoland Parks located in Europe and the US. An opening date has yet to be set for the Dubai location.