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Lego Group acquires 29 Discovery Centres from Merlin

Toy company is expanding its retail offering

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The Lego Group has completed its acquisition of 29 Lego Discovery Centres and Legoland Discovery Centres from Merlin Entertainments.

Announced in September, the acquisition for a cash consideration of £0.2billion includes 29 centres in nine countries. These attract around five million visitors every year.


The purchase is part of the Lego Group's retail expansion plan, with the company aiming to offer more Lego brand and shopping experiences.

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"We are excited to welcome the Discovery Centres to the Lego Group," said Niels Christiansen, the Lego Group's CEO.

"They will play an important role in helping us to connect with even more fans around the world," he added.

"We are looking forward to more than 1,500 talented colleagues joining the team and continuing to delight millions of guests each year.

"We would like to thank Merlin Entertainments for their work over the past 20 years to build fun, playful brand experiences around the world."

Lego Group's retail expansion plan

Fiona Eastwood, Merlin's CEO, added: "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."

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As above, the transaction supports Merlin's strategy to focus on transforming its Legoland resorts across the globe into world-class destinations.

Merlin operates 11 resorts under long-term licence from the Lego Group, including the recently opened Legoland Shanghai.

The new Galacticoaster has also launched at Legoland Florida as part of Merlin's £70 million ($94m) investment in two US parks.

The opening at Legoland Florida comes ahead of the debut of the new coaster at Legoland California on 6 March.

Images courtesy of the Lego Group