LEGO Discovery Centres [LDC Rebrand]

[Danny]

In a totally unsurprising (and long overdue move), Merlin have announced that going forward, they will be re-launching the LEGOLAND Discovery Centre midway attraction concepts, now known as LEGO Discovery Centres.

This suggests the Lego group will have a much larger say in what the attractions entail.

In partnership with the LEGO Group, 2022 will see us launch the first of the next generation, newly named LEGO Discovery Centres! With a brand new look and design, the attractions, now named LEGO Discovery Centres (previously LEGOLAND Discovery Centres) will continue an already popular offering of highly interactive indoor LEGO play experiences.

Opening in summer this year, families in Brussels and across Belgium will be the first in the world to experience the new LEGO Discovery Centre. The new home of LEGO play, the attraction will include a new state of the art LEGO Space digital experience, an interactive adventure train ride the Imagination Express, a new pre-school offering with a dedicated under 5s play area and more. Designed to allow more family learning-through-play activities, the immersive experience will also include a new team of Playmakers and Master Model Builders who will continue to inspire guests through fun, interactive LEGO Creative Workshops!

They are still retaining some of the current elements from the current LDC concept, such as the Imagination Express (Kingdom Quest in the older centres), and the Creative Workshops.

A long-overdue change and hopefully this re-brand and redevelopment gets rolled out to the UK centres in due course. Even after a £1m refurb in 2017, Manchester's is still a colostomy bag on the LEGO brand.

 

[AT86]

The change from ‘Legoland’ to ‘Lego’ is long overdue. I suspect they did it on purpose in the early days but it certainly set an expectation amongst guests that this was akin to a full Legoland theme park - resulting in much disappointment on arrival!

 

[Tim]

In the early days they didn't have a lot of choice. Merlin controlled Legoland as a brand but not Lego. And the LDCs were very much a Merlin creation. Now with Merlin and Lego more closely linked there's been an opportunity to better align the LDCs with both companies interests.

It's going to be interesting to see how these new LDCs turn out.