Legoland Discovery Centre

Legoland Discovery Centre[lower-alpha 1] is an indoor family attraction chain operated by British leisure group Merlin Entertainments. Featuring models and attractions inspired by the Lego building toys, the Discovery Centres are smaller and indoor versions of the Legoland theme parks located around the world.

Legoland Discovery Centre
Number of locations
33 (by 2023)
OwnerMerlin Entertainments
The Lego Group
Websitelegolanddiscoverycenter.com

Attractions

A typical Legoland Discovery Centre occupies approximately 30,000–35,000 square feet (2,790–3,250 m2) of floor area.[1][2]

Discovery Centres include models of local landmarks rendered in Lego bricks. Visitors can also learn how the Lego bricks are manufactured or partake in building classes taught by a Master Model Builder. Certain locations may also include 4-D movie theatres offering multiple showings throughout the day.

A number of children's attractions, such as small rides and play fortresses, are also available. The centres can host birthday parties as well as scholastic and group functions and also include restaurants and gift shops selling Lego merchandise.

Master Model Builder

Master Model Builders are the Brand Face of LEGOLAND Discovery Centre. They responsible for all events and LEGO Models. They are chosen with competition called Brick Factor.

Reception

The target audience for the Legoland Discovery Centre is families with young children, normally ages 3 through 12;[3] though a typical location's average guest is about seven years of age.[1] Discovery Centres are located near other family-friendly attractions and dining establishments.[1] In a given year, a single facility can host approximately 400,000 to 600,000 visitors.[1]

Locations

As of November 2021, Legoland Discovery Centres are operating in 27 different locations:[4]

NameImageStatusOpenedVenueCityStateCountry Master Model Builder
Arizona OpenArizona MillsTempeArizonaUnited States
Atlanta 2010Phipps PlazaAtlanta (Buckhead)Georgia Elizabeth Baker
Bay Area [lower-alpha 2]Great Mall of the Bay AreaMilpitasCalifornia Sam Suksiri
Beijing Chaoyang District Beijing China
Berlin[lower-alpha 3] 2007 Sony Center Berlin Boroughs and neighborhoods of Berlin Germany
Birmingham Utilita Arena Birmingham Birmingham West Midlands United Kingdom Michelle Thompson
Boston Closed for Renovation[5]Assembly SquareSomervilleMassachusettsUnited States
Brussels[lower-alpha 4] Open June 2022[6][7][8][9] Docks Bruxsel Brussels Belgium Sieber Bulteel
Chicago The Streets of WoodfieldSchaumburgIllinoisUnited States Greg Nuse
Columbus Easton Town CenterColumbusOhio
Dallas/Fort Worth Grapevine MillsGrapevineTexas
Duisburg Closed 2008−2013[10] Duisburg Inner Harbour Duisburg North Rhine-Westphalia Germany
Hong Kong Open K11 Musea Hong Kong
Hotham Closed July to October 2018[11] Hotham Alpine Resort Mount Hotham Victoria Australia
Istanbul Open 2015 Forum Istanbul Istanbul (Bayrampaşa) Marmara Turkey Deniz Can Doğan
Kansas City Crown CenterKansas CityMissouriUnited States Brandon Malcom
Manchester Trafford Centre Greater Manchester North West England United Kingdom
Melbourne Chadstone Shopping Centre Melbourne Victoria Australia Miller Keys
Michigan 2016Great Lakes Crossing OutletsAuburn HillsMichiganUnited States Clint Parry
New Jersey May 29, 2021American Dream MeadowlandsEast RutherfordNew Jersey
Oberhausen[lower-alpha 5] 2013 Westfield Centro Oberhausen North Rhine-Westphalia Germany
Osaka Tempozan Market Place Osaka Kansai Japan Kanna Uno
Philadelphia April 2017Plymouth Meeting MallPlymouth MeetingPennsylvaniaUnited States
San Antonio Shops at RivercenterSan AntonioTexas
Scheveningen Scheveningen Boulevard Scheveningen South Holland Netherlands
Shanghai Joy City Changfeng Shanghai East China China Shenghao Xu
Shenyang K11 Center Shenyang Liaoning
Tokyo Decks Mall Tokyo (Odaiba) Kantō Japan Keisuke Sato
Toronto Vaughan MillsVaughanOntarioCanada Noel Straatsma
Westchester March 26, 2013Westchester's Ridge HillYonkersNew YorkUnited States Matthew Graham

Future locations
  • Germany
  • India
    • In January 2017, Merlin Entertainments Indian subsidiary stated that it was in discussion with real estate firms to open locations in multiple cities in India.[13]

Notes
  1. "Legoland" is stylised in all caps at all locations. Those locations in the United States are rendered in American spelling, Legoland Discovery Center.
  2. Scheduled opening in 2020, delayed by COVID-19 pandemic.
  3. First Legoland Discovery Centre to open (2007).
  4. Called "Lego Discovery Centre"
  5. Relocated from Duisburg.

References
  1. Rachel Tobin Ramos (2009-10-23). "LEGOLAND scouting Atlanta sites. Is a wax museum next?". Atlanta Journal-Constitution. Retrieved 2009-10-24.
  2. Andrew Herrmann (2008-06-15). "A little local LEGOLAND headed our way". Chicago Sun-Times. Archived from the original on 2010-03-03. Retrieved 2009-10-24.
  3. Paul R. Taylor (2009-07-01). "LEGOLAND to open at Trafford Centre". Manchester Evening News. Retrieved 2009-10-24.
  4. "Jump inside the world's biggest box of LEGO® bricks at a LEGOLAND® Discovery Center". Jump inside the world's biggest box of LEGO® bricks at a LEGOLAND® Discovery Center. Retrieved 2018-09-27.
  5. Aitken, Madeleine (2022-08-09). "Legoland Discovery Center Boston to close till spring for $12 million renovation". Boston.com. Archived from the original on 2022-08-10. Retrieved 2022-12-04.
  6. "Découvrir". LEGO Discovery Centre Brussels (in French). Retrieved 30 August 2022.
  7. "Lego Discovery Centre opent deze zomer in Brussel". Metro. 8 February 2022. Retrieved 10 February 2022.
  8. Mossati, Yassine (2022-06-22). "Lego Discovery ouvrira ses portes ce vendredi au Docks". BX1 (in French). Retrieved 2022-08-30.
  9. "En quoi consiste le Lego Discovery Centre qui ouvrira cet été à Bruxelles ?". Metrotime (in French). 2022-05-21. Retrieved 2022-08-30.
  10. Michel, Mike (May 17, 2013). "Neues Kindermuseum im Innenhafen" [New children's museum in the inner harbour]. RP Online. Retrieved 23 May 2020.
  11. "Legoland comes to Hotham for school holidays - SnowsBest". Archived from the original on 2018-12-16. Retrieved 2018-12-16.
  12. "LEGOLAND Discovery Centre Hamburg: Opening at the HafenCity confirmed!" (in German). Retrieved 2021-11-29.
  13. Agarwal, Sapna (2017-01-17). "After Madame Tussauds, Merlin set to bring LEGOLAND, Sea Life to India". Livemint.com. Retrieved 2018-10-14.
  14. "Five things to watch for as Miami-Dade prepares for American Dream mega-mall vote". Miamiherald.com. Retrieved 2018-10-14.
  15. "LEGOLAND Discovery Center Pittsburgh | The Ultimate Indoor LEGO Playground". Pittsburgh. Retrieved 2022-01-03.
  16. "Merlin Entertainments and Preit to bring next generation of LEGO® Discovery Centres to serve the Washington DC market at Springfield Town Center". Retrieved 2022-03-26.
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