ABSTRACT
Every year a larger number of visitors are attracted to Astrid Lindgren’s World (ALW); last year, there were more than 445,000 guests (Sveriges Television). Many of the loyal international fans of the famous author Astrid Lindgren had already traveled several times alone, in groups, or with the whole family to the faraway area nearby Vimmerby in Swedish Smalandia. After paying the fee and passing the entrance, they enter a world reconstructed in accordance with their beloved memories of Astrid Lindgren’s narratives and their multiple transformations or adaptations. In this entertainment park, visitors revive their verbal, visual, and musical experiences of Lindgren’s artistic work encountered perhaps long time ago.
