Lego group has finaliised a €236m deal to acquire 29 discovery centres from Merlin Entertainments to enhance control over consumer interactions.
The centres, featuring Lego building zones and workshops, attract around fivem visitors annually.
Lego operates 1,079 branded stores across 54 markets, expanding its global retail presence.
Merlin will continue operating 11 Legoland theme parks under licence from Lego.
The discovery centres are distributed with 15 in North America, seven in Europe, and seven in China, Japan, and Australia.
Niels Christiansen shared, “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.”
