The Lego Group is set to acquire 29 Lego Discovery Centres and Legoland Discovery Centres in nine countries from Merlin Entertainments.
The Danish toy company said its purchase of the 29 attractions, which welcome a total of around five million visitors a year, is part of its retail expansion plan.
“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,” said Niels Christiansen, the Lego Group’s CEO.
“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 bring to life their imagination and creativity through the power of Lego Play.”
Lego and Legoland Discovery Centres, the first of which opened in Berlin in 2007, are home to hands-on Lego play experiences and activities, as well as retail outlets.
Merlin to focus on Legoland Resorts
“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,” said Fiona Eastwood, CEO of Merlin.
“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.”
As above, Merlin will continue to operate 11 Legoland Resorts across the world under license from the Lego Group.
The £200 million deal is expected to close by the end of this year, Merlin said in a statement.
Images courtesy of Merlin and the Lego Group
