The LEGO Group continues to grow with its latest acquisition. The company has agreed to acquire LEGO Discovery Centers and LEGOLAND Discovery Centers from Merlin Entertainments.
Discovery Centers offer visitors a hands-on LEGO play experience, eye-catching builds, and various activities. Since the first LEGOLAND Discovery Center opened in 2007, the indoor experience has grown with locations across major cities in high-traffic areas. Each Center includes a retail outlet and attracts millions of yearly visitors.
The new acquisition includes 29 Discovery Centers across nine countries, which attract nearly five million visitors each year. The deal closes by the end of the year with an estimated cash consideration of £0.2 billion (subject to customary closing adjustments).
In addition to acquiring Discovery Centers, The LEGO Group will continue its partnership with Merlin Entertainments. Merlin Entertainments will continue operating 11 LEGOLAND Resorts under license from The LEGO Group.
“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,” says Niels B. Christiansen, CEO, The LEGO Group.
To learn more about The LEGO Group, visit lego.com.
