The LEGO Group is taking control of key parts of its own tourism Intellectual Property (IP), buying out a package of attractions from UK firm Merlin Entertainments.
Lego and Merlin have announced that the Danish toy brickmaker will acquire the global network of LEGO Discovery Centres and LEGOLAND Discovery Centres.
In total, it will own 29 indoor attractions across nine countries, which have hosted around five million visitors each year.
These attractions are typically located in high-traffic city areas, and each one also has a LEGO retail outlet.
"We are looking forward to welcoming the dedicated Discovery Centre teams who inspire visitors bring to life their imagination and creativity through the power of LEGO Play," said LEGO chief executive Niels Christiansen.
Merlin chief executive Fiona Eastwood, meanwhile, added: "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."
The Danish company will pay £200 million to buy the Discovery attractions.
Merlin will, meanwhile, continue to operate LEGO theme parks and resorts under an existing IP licensing deal.
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How many LEGO Discovery Centres are included in the deal?
The LEGO Group acquisition covers 29 Discovery Centres across nine countries, welcoming about five million visitors annually.
What is the purchase price and when will it close?
The LEGO Group expects closing around year-end with an estimated £0.2 billion cash consideration, subject to adjustments.
What happens to LEGOLAND Resorts after the acquisition?
Merlin Entertainments will continue operating 11 LEGOLAND Resorts under licence from the LEGO Group, including the new Shanghai resort.
