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.

Merlin Refocuses on Resorts and Attractions

While Merlin is parting with its Discovery Centers, it will continue running the 11 Legoland Resorts under license from Lego. These sprawling theme parks remain among the crown jewels in Merlin’s portfolio, alongside attractions such as Alton Towers, Madame Tussauds, and the London Eye.

Fiona Eastwood, chief executive of Merlin, framed the transition as logical. “It is now a natural next step for the centers 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,” she said.

Building the Future of Play

Lego — whose name originates from the Danish phrase “leg godt,” meaning “play well” — is weaving its heritage into a modern expansion strategy. By directly acquiring the Discovery Centers, the company is betting big on experience-driven retail to deepen consumer loyalty in an increasingly competitive entertainment market.

The transaction ensures that Lego can control the full spectrum of its brand experiences, from toy aisles to city-center attractions. For families worldwide, the move may mean even more ways to “play well” — in places where the bricks themselves come to life.