LEGO and Merlin to launch next-generation LEGO Discovery Centres
The LEGO Group and Merlin Entertainments are bringing a new, ‘next-generation’ LEGO Discovery Centre to Brussels in the summer.
There are currently 27 LEGOLAND Discovery Centres around the world, each offering interactive, indoor LEGO play experiences for families and kids. The newly-rebranded LEGO Discovery Centres will continue that approach with a brand new name, look and design, starting in Belgium later this year.
“We are excited to partner with Merlin Entertainments on the development of the new LEGO Discovery Centre in Brussels, which will immerse the whole family in the world of LEGO play,” said the LEGO Group’s Chief Product and Marketing Officer Julia Goldin.
“By creating this highly interactive indoor LEGO experience we will give families a place to play, explore, create and have fun together. Working closely with Merlin Entertainments and their expertise in the location-based entertainment sector, we hope to spark curiosity, creativity and imagination for the builders of tomorrow.”
The new LEGO Discovery Centre will include a LEGO Space experience, which involves building a space rocket out of real-life bricks and scanning it into a digital environment; an Imagination Express train ride through an oversized LEGO world; and a pre-school indoor play area for children under five years old.
“By working together to design and build this next generation of LEGO Discovery Centres, we can cater for even more families looking for the ultimate LEGO morning or afternoon of indoor activity,” added Merlin’s Chief Strategy Officer Justin Platt. “We’re delighted to have worked closely with the LEGO Group’s strategic team to really understand how we can continue to build and strengthen the attraction’s offering for our future guests.”
All language around the press release suggests more LEGO Discovery Centres will follow in due course, though it’s not yet clear whether existing LEGOLAND Discovery Centres will be rebranded in turn. The first next-generation attraction in Belgium will open in summer 2022.
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