Toy giant announces acquisition of assets for 1.846 billion yuan

Lego Group's retail network currently covers 29 exploration centers in 9 countries, including Belgium, China, Australia, and Canada. This acquisition enhances the company's in-store shopping and building experience, while welcoming 5 million visitors annually to five Lego Exploration Centers and 24 Lego Land Exploration Centers.

Children can build together with other kids at LEGOLAND Discovery Center. | Image source: LEGO Group

After the acquisition, the two companies will continue to closely collaborate on LEGO-themed entertainment experiences. Merlin Entertainments will continue to operate 11 LEGOLAND parks, including the recently opened LEGOLAND Shanghai, under the existing licensing agreement with the LEGO Group. Additionally, approximately 1,500 Merlin Entertainments employees will join the LEGO Group.

“We are delighted to welcome the Discovery Centers to the LEGO Group,” said Niels B. Christiansen, CEO of the LEGO Group. “They will play an important role in helping us connect with even more fans around the world. We look forward to welcoming over 1,500 talented colleagues to our team and continuing to bring joy to millions of visitors each year. We thank Merlin Entertainments for its work over the past 20 years in creating fun, engaging brand experiences globally.”

"We are incredibly proud of these discovery centers and the role they have played in inspiring children and families through play for almost two decades," said Fiona Eastwood, CEO of Merlin Entertainments. "As they join the LEGO Group, Merlin will focus even more on elevating the LEGO brand to epic proportions through our LEGO-themed resorts. We look forward to strengthening our long-term partnership with the LEGO Group, bringing even more families together through play."

After Sale
Merlin continues to operate 11 full-scale LEGOLAND Resort destinations under the licensing agreement.

Thus, the structure becomes:

Key impact on LEGO

Key Impact:

LEGO gains direct control over brand experience

The deal covers 29 indoor attractions across nine countries, with an annual visitor count of approximately 5 million.

These centers are indoor venues located in major cities and shopping malls, integrating:

Lego Play Area

Workshop

Amusement facilities and 4D cinema

Lego product retail store

Impact:

For LEGO:

Directly control the customer experience

Stronger brand storytelling capabilities

Play + Retail + Marketing more closely integrated

This can be understood as Apple’s model of operating Apple retail stores rather than relying on third-party retailers for sales.

2. LEGO's "Retail + Entertainment" Strategy Expansion

Lego operates more than 1,000 brand retail stores worldwide.

These exploration centers are like large-scale immersive LEGO stores.

Strategic Advantage:

Turn tourists into toy buyers

Enhance fan engagement

Launch a new product or IP experience

For example: Translate the above content into English, output the translation result directly, without any explanation.
Children build Lego → Parents purchase sets → Brand loyalty increases