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.
