Last week Merlin Entertainments and the LEGO Group revealed a new format and name for the LEGOLAND® Discovery Centres. The next generation of LEGO® indoor playgrounds will be known as LEGO Discovery Centres and will sport a new logo, new appearance and new attractions. The first of the new LEGO Discovery Centres will open in Berlin and today it’s been announced the new format will also roll out in the US, with an attraction in Washington DC’s Springfield Town Centre. It will open next year, Merlin will gain feedback on this new format before expanding the branding elsewhere including current locations.
PREIT AND MERLIN ENTERTAINMENTS TO BRING NEXT GENERATION OF LEGO® DISCOVERY CENTRES TO SERVE THE WASHINGTON DC MARKET AT SPRINGFIELD TOWN CENTER
PHILADELPHIA, FEBRUARY 2022 – PREIT (NYSE: PEI), a leading real estate investment trust focused on creating thoughtful, community-centric properties, today announced that Springfield Town Center has executed an agreement with Merlin Entertainments, the world’s second-largest visitor attractions operator, to launch the next generation of LEGO® Discovery Centre in 2023. The 32,000 square foot indoor attraction has been co-created by Merlin & the LEGO® Group and will be accessible on one level right off the main entrance to the property.
“We are delighted to be opening an indoor LEGO attraction in Washington DC at Springfield Town Center. Our LEGO themed attractions have been a huge success across the globe, providing an opportunity for adults and children to spend fun and quality time together in an awesome LEGO world. We look forward to revealing more special details over the coming months ahead of welcoming our first visitors in 2023.” said Meike Lippert, Senior Divisional Director Midway Europe and Global New Openings, Merlin Entertainments.
“This new attraction helps PREIT achieve its goal of creating high quality purposeful places that serve as one-stop destinations for customers at a key property in a growing market,” said Joseph F. Coradino, Chairman and CEO of PREIT. “Experiential tenants have proven to be great catalysts throughout our portfolio and we expect that, upon opening, our trade area is expected to expand by a two hour drive time, creating success for our existing tenants and demand from others.”
The addition of this attraction broadens the appeal of Springfield Town Center, making it a destination for the nearly 25 million people who visit Washington DC each year. The property already offers a dynamic retail, dining and entertainment experience including Macy’s, DICK’s Sporting Goods, Target, H&M, Sephora, Abercrombie kids, American Eagle along with dining and experiential tenants: Maggiano’s Little Italy, Yard House Restaurant, Regal Cinema, Dave & Buster’s, Maggie McFly’s and fitness offering: LA Fitness, among others.
Supervisor Rodney L. Lusk commented, “We are so pleased to welcome this new attraction to Fairfax County. The addition is sure to drive additional economic development, attract a broader array of tourists to our County, and provide a valuable amenity for our residents.”
Chairman of the Fairfax County Board of Supervisors, Jeffrey C. McKay noted, “We are excited to welcome this next generation LEGO® Discovery Center to Fairfax County! It is an institution for kids of all ages where they can explore their imagination. LEGO Discovery Center will draw families from across the region to family-friendly Springfield and will be an important contribution to the County.”
Located in densely populated and expanding Fairfax County, Virginia, one of the wealthiest and highest income counties in the U.S., the property sits at an unparalleled location accessible to over 200 million cars annually. Proximity to Amazon’s HQ2 (13 miles) and the TSA’s new headquarters (less than one mile) are expected to create 28,000 jobs and drive retail, leisure and entertainment demand along with additional economic development to the area. The proposed multi-family and hotel developments at the property will ultimately drive the property to be a key example of PREIT’s five core focus areas: multi- family & hotels, health & wellness, essentials & grocery, experiential and, of course, retail.
