Merlin Entertainments, Europe’s Number 1 and the world’s second-largest visitor attraction operator, is set to open the first LEGOLAND® Discovery Centre in New England.
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Together with Federal Realty Investment Trust, Merlin has announced plans to build a new LEGOLAND Discovery Center at Assembly Row, Greater Boston.
Set to open in late Spring 2014, the LEGOLAND® Discovery Centre is aimed at families with children 3-10 years old and will include favourites such as LEGO rides, a 4D cinema, an interactive LEGO Factory Tour experience, building workshops, themed play areas and a LEGO MINILAND exhibit. As with other LEGOLAND attractions, MINILAND will be themed to reflect the iconic buildings in the local area. At Assembly Row this will include the Prudential Tower, Quincy Market and other well-known buildings from the Boston skyline nominated by the local community.
Glenn Earlam, Managing Director of Merlin’s Midway Attractions Operating Group, said: “The LEGOLAND Discovery Center concept is already successful in both Europe and elsewhere in the USA, and I know people will love it in New England. We are absolutely delighted to be opening in this exciting new development. Based on its location, Federal Realty’s proven vision and experience, Assembly Row is destined to become a regional and international ‘destination’ as much as it is ‘the place’ for the local community. Research shows us that Assembly Row is exactly the right location for us and for a LEGOLAND Discovery Center, being in a catchment area with a high proportion of families with young children. More than that, our experience has shown that bringing together an exciting mix of retail, dining and quality leisure attractions like the LEGOLAND Discovery Center creates a whole new element to a family shopping day, delivering significant incremental business to both the center – and to the area as a whole. Such projects play an important part in Merlin’s future growth strategy for our ‘midway’ or indoor City Center attractions.”