LONDON : LEGO has finalized the acquisition of 29 Discovery Entertainment Centers from UK-based Merlin Entertainments in a deal worth £200 million (approximately $270 million). The purchase gives the Danish toy giant full control over the indoor family entertainment venues, aligning with its broader strategy of managing consumer touchpoints directly.
Unlike traditional LEGOLAND parks, Discovery Centers are indoor hubs designed for families and children, offering hands-on creative workshops and interactive play zones. Positioned closer to urban centers, they blend education and entertainment, making LEGO experiences more accessible to city-based audiences.
Despite the handover, Merlin Entertainments, one of the world’s largest theme park operators with brands such as Madame Tussauds, SEA LIFE, and LEGOLAND, will continue running 11 LEGOLAND parks globally under license from LEGO. The redistribution reflects a refinement of roles, with LEGO focusing on immersive consumer engagement while Merlin leverages its large-scale operational expertise.
The acquisition builds on LEGO’s longstanding effort to extend its influence beyond retail shelves and theme parks. Recent partnerships have also supported this push, including a high-profile collaboration with Nike. Their debut Nike Dunk x LEGO collection sold out within minutes, with more footwear, apparel, and interactive experiences slated for rollout.