The LEGO Group will soon operate all existing LEGOLAND Discovery Centers itself, after announcing plans to acquire the business from Merlin Entertainments for US$267.7 million.

This sale is expected to close at the end of the year and includes all 29 of the LEGO-branded family entertainment centers currently operating in North America, Europe, Asia and Australia. Merlin has operated them since the first location opened in Berlin, Germany 18 years ago. Featuring play areas, rides and building stations, the Discovery Centers welcome more than five million guests annually. 

CEO Niels Christiansen says it was important for LEGO to acquire the Discovery Centers in order to expand its global network of retail stores and offer more unique shopping experiences to its consumers. Some of the attractions exclusive to these entertainment centers include The Great Lego Race VR Experience, the Master Builder Academy workshop, a Ninjago City Adventure playground and a DUPLO Village play area for preschoolers.

While LEGO will have full control of the 29 Discovery Centers moving forward, Merlin will continue to operate the company’s 11 licensed LEGOLAND Resorts. 

This marks the first acquisition that LEGO has made since it acquired video edtech firm BrainPOP in 2022 for US$875 million. Before that, it bought the world’s largest LEGO set reselling platform, BrickLink, in 2019 for an undisclosed amount and then shut down the subsidiary’s Soho Bricks clone brick brand the following year.