The LEGO Group has bought 29 LEGO and LEGOLAND Discovery Centres from Merlin Entertainments in a new acquisition.
The LEGO Group announced on September 24 that it had agreed a £200 million deal to acquire LEGO and LEGOLAND Discovery Centres from Merlin Entertainments. That includes 29 centres across nine countries, attracting five million visitors between them every year.
That's not to say that Merlin is entirely severed from the LEGO brand, with the company still retaining the ownership and management of LEGOLAND Resorts. Merlin Entertainments CEO Fiona Eastwood said that the company is focused on 'driving the growth and success of LEGOLAND Resorts' moving forward.
“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 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 Discovery Centres offer hands-on LEGO experiences and activities for fans of all ages, with the first one opening in Berlin back in 2007. Today, there are 14 in the US, nine in Europe, and the rest of the 29 locations in Asia and Australia.
“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 the LEGO Group 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 to bring to life their imagination and creativity through the power of LEGO Play.”
Merlin Entertainments and the LEGO Group will continue their long-running partnership, with Merlin continuing to operate 11 LEGOLAND Resorts around the world under licence from the LEGO Group.
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