Today, Danish toy manufacturer Lego announced it will buy 29 discovery centres from Merlin Entertainments in a $269.5 million deal. These centres, located across nine countries and drawing approximately 5 million visitors annually, are part of the company’s growing expansion strategy.
As part of the agreement, Merlin Entertainments, which also operates attractions like Madame Tussauds wax museum and the London Eye Observation Wheel, will continue to manage 11 Legoland theme parks worldwide under license from Lego.
LEGO Group CEO, Niels B Christiansen told investors, “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. 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.”
Fiona Eastwood, CEO for Merlin stated, “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. 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.”
There are currently 15 LEGO Discovery Centers in North America .
By CEO NA Editorial Staff
