The LEGO Group is set to acquire LEGOLAND Discovery Centres from Merlin Entertainments, who operate the attractions along with LEGOLAND theme park and resorts worldwide.
Ownership of LEGOLAND Discovery Centres is transferring from Merlin Entertainments to the LEGO Group, bringing the indoor experiences under direct control of the LEGO Group.
The first LEGOLAND Discovery Centre opened in 2007 in Berlin, offering smaller-scale LEGO brick amusements for children, by contrast to the outdoor family targeted LEGOLAND Resorts. The indoor play spaces, which have since expanded to 29 locations in 9 countries, offer children an opportunity to get hands-on with tons of LEGO bricks, participate in activities and marvel at displays built by the resident Master Model Builders.
Falling under the LEGOLAND umbrella, the Discovery Centres were owned and operated by Merlin Entertainments from their inception. But that is now changing, with the LEGO Group announcing the acquisition of all 29 LEGOLAND Discovery Centres, which is expected to close by the end of the year with an estimated cash consideration of £0.2 billion.
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“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,” says LEGO CEO Niels B. Christiansen. “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.”
It is not a huge change, as Kirkbi, the LEGO Group founding family’s investment firm, owns the majority of Merlin Entertainments as well as the LEGO Group.
“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,” says Merlin Entertainments CEO Fiona Eastwood. “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.”
The exact reason for the acquisition is currently unknown, beyond a desire to bring the Discovery Centres closer to the LEGO Group. Merlin will continue to operate the LEGOLAND Resorts.
If any changes are to come at LEGOLAND Discovery Centres due to the acquisition is yet to be announced, so be sure to keep an eye on Blocks for all the latest news. And to know about new LEGO sets as soon as they are announced, sign up to our free newsletter. Of course, if you really want to upgrade your LEGO hobby for the true insider experience, take out a subscription to Blocks, the monthly LEGO magazine for fans.