LEGO Group Acquires 29 Discovery Centres Worldwide
Photo: Courtesy of Merlin Entertainments
(eap) As has now been announced, the Danish LEGO Group has agreed to acquire 29 LEGO® Discovery Centres and LEGOLAND® Discovery Centres from Merlin Entertainments (Merlin). Spread across nine countries, the indoor play centres attract a total of around five million visitors annually. The acquisition is expected to close towards the end of the year, with a transaction value of 200 million GBP (approx. 230 million EUR), subject to customary closing adjustments. The two companies intend to continue their long-standing brand partnership in the future. According to the announcement, Merlin Entertainments will continue to be responsible for operating the eleven LEGOLAND Resorts worldwide (including the recently opened LEGOLAND Shanghai Resort) under licence from the LEGO Group.
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 teams who inspire visitors bring to life their imagination and creativity through the power of LEGO Play.”
Fiona Eastwood, CEO of Merlin Entertainments, said: “For 20 years, Merlin has partnered with the LEGO Group to bring its beloved brand to life through experiential play, including in the Discovery Centres. It is now a natural next step for the Centres 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. Together with the LEGO Group, we look forward to the opportunities ahead as we build on our shared commitment to delivering exceptional experiences for families across the globe.”
Since 2019, Merlin has been owned by an investment consortium consisting of Kirkbi (the holding company of the LEGO owner family Kirk Kristiansen), Blackstone and CPPIB (see EAP-News of 1 July 2019). ■
