The landscape of location-based entertainment has shifted as two industry giants finalise a major portfolio realignment.
In a move that clarifies the long-term strategic directions of both organisations, a significant collection of indoor attractions has officially changed hands, marking a new chapter for the global LEGO brand experience.
Transaction details and scope
The LEGO Group has confirmed the successful completion of its acquisition of the LEGO Discovery Centres and LEGOLAND Discovery Centres from Merlin Entertainments. The deal, which was finalised for a cash consideration of £0.2 billion, brings 29 individual centres under the direct ownership of the LEGO Group. These attractions are spread across nine countries and currently draw an estimated five million visitors every year.
For the LEGO Group, this acquisition represents a substantial expansion of its physical footprint. The centres are expected to serve as a vital component of the company’s global retail network, providing dedicated spaces for fans to engage in hands-on brand experiences and integrated shopping opportunities.
Strategic shift for Merlin Entertainments
While the Discovery Centres move to the LEGO Group, Merlin Entertainments is refining its operational focus. The sale allows Merlin to concentrate resources on its large-scale LEGOLAND Resorts, which remain a core part of its global strategy. Merlin continues to operate 11 of these major resorts under a long-term license from the LEGO Group, including the recently launched LEGOLAND Shanghai.
Fiona Eastwood, Merlin Entertainments Chief Executive Officer, highlighted the pride the company takes in the legacy of these centres. She stated, “We are immensely proud of the Centres and the role they have played in inspiring children and families through play for nearly two decades. As they join the LEGO Group, Merlin will strengthen its focus on bringing the LEGO brand to life on an epic scale through LEGOLAND Resorts. We look forward to building on our long-standing partnership with the LEGO Group to bring more families together through play.”
Integration and leadership vision
The transition involves more than just physical assets; it includes the transfer of a significant workforce. Approximately 1,500 employees will join the LEGO Group as part of the deal.
Niels B Christiansen, LEGO Group CEO, expressed enthusiasm for the new additions to the company’s portfolio. “We are excited to welcome the Discovery Centres to the LEGO Group. They will play an important role in helping us to connect with even more fans around the world,” Christiansen said. He also extended gratitude to the previous operators, adding, “We would like to thank Merlin Entertainments for their work over the past 20 years to build fun, playful brand experiences around the world.”
This transaction does not signal a divergence between the two entities but rather a specialisation of roles. Both companies have affirmed their commitment to a continued close partnership, ensuring that high-quality, LEGO-themed family experiences remain a staple for years to come.
