Merlin Entertainments’ next-generation Lego Discovery Centers are set to launch in Boston and Atlanta, in addition to Washington, DC, in 2023.
Formerly known as Legoland Discovery Centers, Merlin’s updated and rebranded attraction has already been announced for Washington, DC. The existing venues in Boston and Atlanta are being renovated and enhanced.
“We are so excited that the USA is going to be the home to the series of next-generation Lego Discovery Centers,” said Scott Maupin, divisional director at Merlin.
“Following the highly successful Brussels attraction launch in Belgium in Europe, it’s great that our guests in North America are going to be next to experience the brand-new look and design Lego Discovery Centers.”
Lego Discovery Centres feature new offerings such as a state-of-the-art Lego ‘Space Mission’ experience. The next-generation destinations are designed to be even more immersive.
The venue in Washington, DC will be home to the ‘Imagination Express’ train ride. It will also feature a 4D cinema and more than two million Lego bricks.
“All three attractions will be the ideal destination for families looking for the ultimate Lego morning or afternoon of indoor activities,” Maupin added.
Julia Goldin, the Lego Group’s chief product and marketing officer, said the new US-based Lego Discovery Centers will “immerse the whole family in the world of Lego play”.
New look and design from Merlin
“By creating this highly interactive indoor Lego experience we will give families a place to play, explore, create, and have fun together,” she added.
“Working closely with Merlin Entertainments and their expertise in the location-based entertainment sector, we hope to spark curiosity, creativity and imagination for the builders of tomorrow.”
Merlin currently operates 27 Legoland Discovery Centres in North America, Asia, Europe and Australia. The first Lego Discovery Center opened in Brussels in June 2022.
Images: Merlin Entertainments
