Danish toy giant Lego Group announced Wednesday it will purchase 29 Lego Discovery Centers and Legoland Discovery Centers from Merlin Entertainments for £200 million ($269 million). The acquisition marks a major milestone in Lego’s mission to bring its iconic brick-built world closer to millions of fans worldwide.
The centers, spread across nine countries, collectively attract over 5 million visitors each year. They blend play zones with rides, interactive learning, and retail experiences, creating miniature universes where imagination runs wild.
Both Lego and Merlin are controlled by Kirkbi, the investment vehicle of the Kristiansen family, who founded Lego. Despite their intertwined ownership, Lego will now fully take the helm of the Discovery Centers after two decades of collaboration with Merlin.
A Natural Next Step in a 20-Year Partnership
Merlin has operated the Discovery Centers for more than 20 years, building a symbiotic partnership with Lego that saw the spaces flourish in cities around the globe. These venues have become cultural landmarks for families, serving as both playgrounds and brand temples.
“We are excited to welcome the Discovery Centers to the Lego Group,” CEO Niels B. Christiansen said. “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.”
The deal, expected to close by the end of 2025, signals a broader shift in strategy: Lego isn’t just selling toys — it’s building an empire of immersive experiences.
