Merlin Entertainments sells Legoland Discovery Centers to Lego Group
Lego Group will acquire Lego Discovery Centers and Legoland Discovery Centers from attractions company Merlin Entertainments for approximately $268.9 million.
The acquisition does not effect Legoland theme parks and resorts, which Merlin Entertainments will continue to operate.
The two companies announced the news on Sept. 24, 2025. The deal will close by the end of 2025.
There are a total of 29 Lego Discovery Center locations globally, including 15 in North America. The indoor attractions host a variety of hands-on, interactive activities for families with young children.
“We are excited to welcome the Discovery Centers to the Lego Group and appreciate all that Merlin Entertainments has done to bring the Lego brand to life through these attractions,” said Niels B. Christiansen, CEO of Lego Group. “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.”
“For 20 years, Merlin has partnered with the Lego Group to bring its beloved brand to life through experiential play, including in the Discovery Centers,” said Fiona Eastwood, CEO of Merlin Entertainments. “It is now a natural next step for the Centers 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.”
Earlier this week, Lego and Merlin revealed Galacticoaster, an indoor roller coaster opening in 2026 at Legoland parks in Florida and California.
The Legoland Discovery Center news follows a busy period of various attractions worldwide changing ownership. Earlier this year, Dollywood owner Herscend acquired Palace Entertainment’s U.S. theme parks, then sold three of those parks to Lucky Strike Entertainment. Last year, Cedar Fair and Six Flags merged to form a newly combined Six Flags with 56 parks total.
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