The LEGO Group, Merlin Entertainments Complete LEGO Discovery Centers Acquisition Deal

Last September, The LEGO Group revealed that it would acquire LEGOLAND Discovery Centers and LEGO Discovery Centers from Merlin Entertainments. The process is now finished, following a cash consideration of £0.2 billion.

The LEGO Group‘s network of retail locations now includes 29 centers in nine countries, including Belgium, China, Australia, and Canada. This addition enhances the company’s in-person shopping and building experiences while welcoming the 5 million customers who visit the five LEGO Discovery Centers and 24 LEGOLAND Discovery Centers each year.

The two companies will continue to work closely on LEGO-inspired entertainment offerings following the acquisition. Merlin Entertainments will continue to run eleven LEGOLAND resort locations, including the recently launched LEGOLAND Shanghai, under its existing licensing deal with The LEGO Group. Additionally, around 1,500 Merlin Entertainments employees will join The LEGO Group.

“We are excited to welcome the Discovery Centers to the LEGO Group,” The LEGO Group CEO, Niels B Christiansen, says. “They will play an important role in helping us to connect with even more fans around the world. We are looking forward to more than 1,500 talented colleagues joining the team and continuing to delight millions of guests each year. We would like to thank Merlin Entertainments for their work over the past 20 years to build fun, playful brand experiences around the world.”

“We are immensely proud of the Centers and the role they have played in inspiring children and families through play for nearly two decades,” Merlin Entertainments CEO, Fiona Eastwood, says. “As they join the LEGO Group, Merlin will strengthen its focus on bringing the LEGO brand to life on an epic scale through LEGOLAND Resorts. We look forward to building on our long-standing partnership with the LEGO Group to bring more families together through play.”