Toy market news

Merlin Entertainments is continuing its successful partnership with the LEGO Group

Opening in summer 2022, families in Brussels and across Belgium will be the first in the world to experience the next generation LEGO Discovery Centre. 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.

The LEGO Discovery Centre is the new home of LEGO play, which will include:

  • A new state of the art LEGO Space digital experience where children and families can build their very own space rocket out of LEGO bricks – and then they can digitally scan their build, launch and fly it in space dodging aliens and landing on other planets in the LEGO Space solar system
  • A train ride with a difference as you take a seat on the Imagination Express. It’s a train ride like no other where families embark on an interactive adventure, using magic devices to collect points. Your journey takes you through an over-sized LEGO World into a giant bubble bath, down the plug hole, deep into the LEGO ocean and finally into outer space.
  • A new pre-school offering with a new dedicated indoor play for under 5s, filled with a dinosaur-themed carousel and slides

The new immersive experience is designed to allow more family learning-through-play activities and will also include a new team of Playmakers and Master Model Builders who will continue to inspire guests through fun, interactive LEGO Creative Workshops.

Brussels is one of Europe’s most exciting and densely populated cities with a high proportion of young and growing families and offers the perfect environment for the new LEGO Discovery Centre to give consumers an opportunity to build on their passion for LEGO play and building.

There are currently 27 LEGOLAND Discovery Centres, with the new attraction in Brussels set to be the first of the next generation LEGO Discovery Centres. The LEGO Discovery Centre attraction builds on the wider partnership Merlin has with the world-famous LEGO brand, which now includes 9 LEGOLAND Resorts globally, including LEGO theme parks and hotels, across four continents.