The LEGO Group announced on 24 September 2025 that it has agreed to acquire 29 LEGO Discovery Centres and LEGOLAND Discovery Centres from Merlin Entertainments in a transaction valued at approximately £0.2 billion ($250 million). The attractions are located in nine countries and draw around five million visitors annually. The deal is expected to close by the end of 2025, subject to customary closing adjustments.
The acquisition will add the Discovery Centres to the LEGO Group’s global network of branded retail and experiential venues. Each Centre combines hands-on LEGO play zones, large-scale builds, entertainment activities, and retail outlets, and is typically located in high-traffic urban areas. The first LEGOLAND Discovery Centre opened in Berlin in 2007.
Under the agreement, the LEGO Group will take ownership of all Discovery Centres currently operated by Merlin Entertainments. The acquisition is designed to expand LEGO’s capacity to deliver branded experiences that integrate retail and interactive play. The company emphasized that the Discovery Centres will become an important addition to its existing portfolio of physical stores and experiential spaces worldwide.
“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. We are looking forward to welcoming the dedicated Discovery Centre teams who inspire visitors bring to life their imagination and creativity through the power of LEGO Play,” said Niels B Christiansen, LEGO Group CEO.
Merlin Entertainments has been a long-standing partner of the LEGO Group, operating LEGO-themed attractions under license. The company stated that the transaction will allow it to focus resources on developing and expanding its LEGOLAND Resorts, including recently launched properties in Asia. Merlin will continue to manage 11 LEGOLAND Resorts around the world under its licensing agreement with LEGO.
“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. 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,” said Fiona Eastwood, Merlin Entertainments CEO.
Global Expansion of LEGO Experiences
The LEGO Group has been expanding its consumer-facing network through retail stores, digital platforms, and brand experiences. The acquisition of the Discovery Centres provides direct access to millions of additional visitors annually, reinforcing its strategy to grow beyond traditional toy sales and into broader branded entertainment and educational play experiences.
Located in major cities, the Centres serve as a bridge between LEGO’s retail business and theme parks. They are designed to attract families, tourists, and repeat visitors through a mix of entertainment, interactive construction zones, and LEGO-themed environments. Each location also incorporates a retail store offering exclusive products and seasonal sets.
The move reflects LEGO’s broader ambition to strengthen customer engagement through immersive experiences, as the global toy and entertainment industry faces increasing competition from digital and multimedia entertainment. By owning and operating the Centres directly, the company can integrate them more closely into its global brand and retail strategy.
Despite the transfer of the Discovery Centres, LEGO confirmed that Merlin Entertainments will remain a key partner. Merlin continues to operate LEGOLAND Resorts in North America, Europe, and Asia, including the newly opened Shanghai resort. Both companies highlighted their intention to maintain a close working relationship to expand LEGO-themed experiences worldwide.
The transaction is expected to be completed by the end of 2025, following regulatory approvals and customary closing procedures. Once finalized, the LEGO Group will assume full operational responsibility for the 29 Centres, welcoming staff and integrating the attractions into its expanding portfolio of global experiential offerings.
