The Lego Group has announced it will acquire the entire network of Legoland Discovery Centres from attractions operator Merlin Entertainments.
This major acquisition covers 29 indoor attractions across nine countries. Legoland Discovery Centres are a huge draw for families, attracting around five million visitors every year. Valued at approximately £200 million, the deal signals LEGO’s plan to create more direct, hands-on experiences for its fans.
Niels B Christiansen, CEO of the LEGO Group, explained the company’s excitement about the deal.
“We are excited to welcome the Discovery Centres to the Lego Group and appreciate all that Merlin Entertainments has done to bring the Lego brand to life through these attractions. They will be an important addition to our global network of retail stores and allow us to offer fans of all ages even more memorable hands-on brand and shopping experiences. We are looking forward to welcoming the dedicated Discovery Centre teams who inspire visitors to bring to life their imagination and creativity through the power of Lego Play.”
Merlin to Focus on LEGOLAND Resorts
For Merlin Entertainments, this sale allows the company to focus its efforts on its large-scale theme parks. The first LEGOLAND Discovery Centre was opened by Merlin in 2007.
Fiona Eastwood, CEO of Merlin Entertainments, called the move a “natural next step” after a 20-year partnership.
“For 20 years, Merlin has partnered with the Lego Group to bring its beloved brand to life through experiential play, including in the Discovery Centres. It is now a natural next step for the Centres to become part of the Lego Group, allowing Merlin to strengthen its focus on driving the growth and success of Legoland Resorts alongside our other attractions worldwide. Together with the Lego Group, we look forward to the opportunities ahead as we build on our shared commitment to delivering exceptional experiences for families across the globe.”
The deal does not include the Lego-branded theme parks. Merlin Entertainments will continue to operate all eleven Legoland Resorts around the world, including the recently opened park in Shanghai.
The acquisition of the Discovery Centres is expected to be completed by the end of the year.
