LEGO is Acquiring 29 Indoor Amusement Parks Featuring Its Own Toy Blocks. Among The Locations is a Discovery Center in the Hague. LEGO is Paying Approximately 229 Million euros. The Legoland Parks are not included.
The Toy Brand is a bar over The Indoor Amusement Parks from Operator Merlin Entertainments, The Group Behind Locations Such As Legoland and Madame Tussauds. These are all so-called discovery centers, where people can build with lego bricks, attend workshops, and buy lego products.
In The Netherlands, Such A Location Exists only in the Scheveningen District of the Hague. Accordance to the Companies, The 29 Sold Indoor Amusement Parks Attract Approximately 5 Million Visitors Annually in Nine Countries. Fifteen Locations Are in North America, Seven in Europe, and the Remoining Seven in Asia and Australia.
The Deal Follows Lego’s Strategy to Gain More Control on How Customers Interact With The Toy Brand. The Danish Manufacturer Has Expanded the Number of its Stores in recent years to about A Thousand. Merlin Will Continue to Operate The Legoland Parks Under License From Lego.