The Lego Group has agreed to acquire 29 Lego Discovery Centres for £200 million from Merlin

Entertainments as part of Lego’s retail expansion plan.

The 29 sites are spread across nine countries, with 15 in North America, seven in Europe, and seven spread across the Asia-Pacific region in China, Japan and Australia. They feature Lego building areas, creative workshops and retail outlets, and attract around five million visitors a year.

Merlin will continue to operate 11 Legoland Resorts around the world under licence from the Lego Group, including the recently opened resort in Shanghai.

“We're 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,” said Lego Group CEO Niels B Christiansen.

“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 Centres,” said Merlin Entertainments CEO Fiona Eastwood.

“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.”

Merlin expects the deal to close around the end of the year.