Forget Disney—Inside Legoland’s Small-Town Strategy

Caught between wary locals and the big mouse, this amusement park wants to leverage both to build a national chain—brick by brick.

Inside a Goshen, N.Y., catering hall, a crowd of locals gathered last month, playing with miniature Lego blocks and posing with life-size brick characters. They were waiting to hear how a British company planned to build a huge amusement park in their midst.

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