The LEGO Group Acquires LEGO and LEGOLAND Discovery Centers from Merlin Entertainments

The LEGO Group has announced that they have acquired LEGO and LEGOLAND Discovery Centers from Merlin Entertainments for £200 million. The deal includes 29 Centers in 9 countries and Merlin will continue to operate the 11 LEGOLAND Resorts around the world. We’ve already seen that you can earn LEGO Insiders points at select Discovery Centers and I’m guessing that they’ll roll it out to all of them now. The deal will close by the end of the year.

The LEGO Group to acquire LEGO® Discovery Centres and LEGOLAND® Discovery Centres from Merlin Entertainments

• 29 Centres in 9 countries welcome 5 million visitors each year.
• Centres provide fans with unique brand and retail experiences that celebrate the fun and creativity of LEGO play.
• Merlin to continue operating LEGOLAND Resorts under licence from the LEGO Group.

BILLUND, DENMARK, 24 September 2025: The LEGO Group today announced it has agreed to acquire LEGO® Discovery Centres and LEGOLAND® Discovery Centres from Merlin Entertainments. The acquisition will include 29 Centres in nine countries which attract around five million visitors each year.

LEGO Group CEO, Niels B Christiansen said: “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

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