Copenhagen: Danish toymaker Lego has taken a decisive step to strengthen its global brand presence by acquiring 29 Discovery Centres from Merlin Entertainments in a deal valued at £200 million (approximately $270 million). Announced on Wednesday, the acquisition reflects Lego’s ongoing strategy to deepen consumer engagement beyond its traditional retail operations and into immersive, interactive experiences.
Unlike larger theme parks, the Merlin Discovery Centres offer family-friendly entertainment hubs featuring Lego building zones, creative workshops, and hands-on activities designed to inspire imagination and creativity in children. This acquisition will allow Lego to exercise direct operational control over these centres, ensuring that the visitor experience aligns seamlessly with the company’s brand values and creative vision.
Under the terms of the agreement, Merlin Entertainments will continue to operate 11 Legoland theme parks globally under license from Lego, maintaining a collaborative approach while allowing Lego to focus on the more intimate, interactive settings of the Discovery Centres. The deal is expected to strengthen Lego’s position in the experiential entertainment sector, offering the company greater opportunities to innovate in educational play and family engagement.
Lego’s move comes amid growing competition in the global toy and family entertainment industry, where immersive, brand-centric experiences are increasingly shaping consumer loyalty. By acquiring these centres, Lego not only enhances its footprint in key international markets but also reinforces its commitment to fostering creativity and hands-on learning for children around the world.