The LEGO Group has completed the purchase of the LEGOLAND & LEGO® Discovery Centres from Merlin Entertainments. The deal sees 29 centres become fully owned and operated by the LEGO Group. LEGOLAND Resorts will continue to be operated by Merlin. LEGOLAND/LEGO Discovery Centres are now part of the LEGO retail network. Little will change in the short term as most LEGOLAND retail stores now accept LEGO Insiders cards and offer the same promotional offers and GWP sets. As mentioned when this news first broke, I’d expect all LEGOLAND Discovery Centres to be rebranded as LEGO Discovery Centres, which will truly separate the two attractions. Learn more below.
The LEGO Group completes acquisition of LEGO® Discovery Centres and LEGOLAND® Discovery Centres from Merlin Entertainments
The acquisition includes 29 Centres in nine countries which attract around five million visitors each year.
1,500 colleagues join the LEGO Group from Merlin Entertainments.
BILLUND, DENMARK, 27 February 2026: The LEGO Group today announced it has completed the previously announced acquisition of LEGO® Discovery Centres and LEGOLAND® Discovery Centres from Merlin Entertainments, for a cash consideration of £0.2bn. The acquisition includes 29 Centres in nine countries which attract around five million visitors each year.
The Centres will be an important addition to the LEGO Group’s global network of retail stores and ambition to offer even more fans memorable hands-on LEGO brand and shopping experiences.
LEGO Group CEO, Niels B Christiansen said: “We are excited to welcome the Discovery Centres to the LEGO Group. They will play an important role in helping us to connect with even more fans around the world. We are looking forward to more than 1,500 talented colleagues joining the team and continuing to delight millions of guests each year. We would like to thank Merlin Entertainments for their work over the past 20 years to build fun, playful brand experiences around the world.”
Merlin Entertainments CEO, Fiona Eastwood said: “We are immensely proud of the Centres and the role they have played in inspiring children and families through play for nearly two decades. As they join the LEGO Group, Merlin will strengthen its focus on bringing the LEGO brand to life on an epic scale through LEGOLAND Resorts. We look forward to building on our long-standing partnership with the LEGO Group to bring more families together through play.”
The transaction supports Merlin’s strategy to focus on transforming its global network of LEGOLAND Resorts into world-class destinations. Merlin continues to operate eleven resorts under long-term licence from the LEGO Group, including the recently opened LEGOLAND Shanghai. The two companies will continue to work closely together to bring playful, high-quality LEGO themed experiences to families around the world.
