The LEGO Discovery Centres acquisition will see the LEGO Group buy 29 LEGO® and LEGOLAND® Discovery Centres from Merlin Entertainments for £200 million (€≈235 million). Announced in Billund on 24 September 2025, the deal covers sites in nine countries that together attract around five million visitors annually, and aims to bring the city‑centre attractions in‑house to strengthen experiential retail and brand governance.
Deal terms and closing timeline
The transaction includes 29 indoor centres that combine hands‑on play zones, creative workshops and an on‑site retail outlet. Closing is expected by the end of 2025, subject to customary approvals and adjustments. Danish coverage values the deal at DKK 1.7 billion (€≈228 million), reflecting prevailing exchange rates. The first LEGOLAND Discovery Centre opened in Berlin in 2007.
Experiential retail strategy and brand control
Bringing the Discovery Centres under direct ownership expands LEGO’s network of high‑traffic, city‑centre venues, adding depth to its global retail footprint. The company frames the move as a way to offer immersive, hands‑on LEGO play alongside shopping, unify experience standards, and enable data‑driven insights across retail and attractions. CEO (administrerende direktør) Niels B. Christiansen said the centres will be an important addition to LEGO’s store network, enhancing memorable, family‑oriented experiences.
Global footprint of the 29 LEGO Discovery Centres
The portfolio spans North America, Europe and Asia‑Pacific. According to company statements, 15 centres are in North America, 7 in Europe and 7 in Asia‑Pacific (including China, Japan and Australia). Each location is positioned in a major urban area and integrates play experiences with a brand store, supporting year‑round visitor flows.
Partnership with Merlin and ownership ties
The sale does not end the long‑standing brand partnership. Merlin Entertainments will continue to operate 11 LEGOLAND® Resorts worldwide under licence from the LEGO Group, including the recently opened Shanghai resort. The relationship is reinforced by ownership links: the LEGO family’s holding company KIRKBI holds a 47.5% stake in Merlin Entertainments, supporting continued collaboration while LEGO internalises the Discovery Centre format.
What it means for Nordic and EU markets
For the Nordic and wider EU context, the move exemplifies how Nordic brands leverage experience‑led retail to diversify revenue and anchor urban tourism. Integrating the centres can streamline programming, retail launches and loyalty initiatives, while reducing complexity between brand, licensee and operator. This consolidation may encourage other European consumer brands to reassess licensing models in favour of closer end‑to‑end control.
What visitors can expect next
LEGO and Merlin signal continuity for staff and guests during the transition. Visitors should expect more unified experiences, refreshed content and tighter integration with LEGO retail and digital engagement, as ownership and back‑end systems are aligned ahead of closing.
