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Lego has acquired 29 discovery centres from Merlin Entertainments in a deal worth around USD 270 million, aiming to strengthen consumer engagement and expand its global presence. These centres, featuring Lego building zones, creative workshops, and retail spaces, attract about five million visitors annually. The acquisition complements Lego's 1,079 branded stores across 54 markets. Merlin will continue operating 11 Legoland parks under licence, while the centres are spread across North America, Europe, and the Asia-Pacific region. The move reinforces Lego's commitment to hands-on, creative experiences for fans of all ages.
Danish toy company Lego has acquired 29 discovery centres from Merlin Entertainments, the operator known for attractions like Madame Tussauds and the London Eye, in a deal worth 200 million pounds (approximately USD 270 million). The acquisition is part of Lego's strategy to strengthen its connection with consumers and enhance direct engagement with its brand. Advertisement
The discovery centres, which feature Lego building zones, creative workshops, and retail outlets, welcome around five million visitors every year. Lego CEO Niels Christiansen said the centres will become an important addition to the company's global retail network, providing fans of all ages with more memorable and interactive experiences.
Lego has steadily expanded its retail footprint over the years and now operates about 1,079 branded stores in 54 markets worldwide. The acquisition of these centres adds a new dimension to its retail presence, allowing visitors to enjoy creative, hands-on activities alongside shopping.
Merlin, which continues to run 11 Legoland theme parks globally under licence from Lego, will maintain its existing operations. Among the newly acquired discovery centres, 15 are in North America, seven in Europe, and seven across the Asia-Pacific region, including China, Japan, and Australia.
Founded in Denmark in 1932, Lego takes its name from the Danish phrase "leg godt," which means "play well." The company has long focused on encouraging creativity and learning through play, and the discovery centres provide an environment that supports these values on a global scale.
Source Reuters
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