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Lego Buys Entertainment Centres From Merlin for £200m
The acquisition gives Lego direct control of 29 discovery centers across nine countries attracting 5 million visitors annually, supporting its global brand growth strategy.
- Recently, the LEGO Group agreed to buy 29 entertainment venues from Merlin Entertainments for �200 million, acquiring Lego and Legoland discovery centres to take more control of brand-linked sites.
- Last month, Lego unveiled surging first-half sales and said it spent �485million on new sites to support growth.
- Across the network, the centres are located across nine countries with 15 in North America, seven in Europe and seven in Asia-Pacific, attracting around five million visitors each year including Birmingham and Manchester.
- Merlin will continue to operate 11 LEGOLAND Resorts worldwide under licence from the LEGO Group, and the deal is expected to close around the end of the year, Lego said.
- Fiona Eastwood said Merlin's 20-year partnership with the Lego Group made the move a natural next step, allowing Merlin to focus on growing LEGOLAND Resorts alongside other attractions.
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Evening Standard+3 Reposted by 3 other sources
Lego to buy entertainment venues from Merlin for £200m
The Danish toy giant announced the deal to buy the Lego and Legoland branded discovery centres by the end of the year.
·London, United Kingdom
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The Lego Group is acquiring 29 Lego experience centers from the amusement group Merlin Entertainments.
·Copenhagen, Denmark
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Total News Sources20
Leaning Left4Leaning Right1Center4Last UpdatedBias Distribution45% Left, 44% Center
Bias Distribution
- 45% of the sources lean Left, 44% of the sources are Center
45% Left
L 45%
C 44%
11%
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