Next-Gen LEGO Discovery Centers Coming to Three US Locations
Courtesy of Merlin Entertainments
British operator group Merlin Entertainments is continuing its successful partnership with the LEGO® Group to bring three next generation LEGO® Discovery Centers to three locations in the U.S. next year. Under the new name (previously, these indoor attractions were called LEGOLAND Discovery Center) and with a new look and feel, the interactive indoor attractions aim to continue offering LEGO play fun for the whole family. A total of three locations in the U.S. will be home to such next-gen LEGO Discovery Centers, with only the Springfield Town Center facility in Washington, D.C., actually being newly built. In Boston and Atlanta, the existing facilities will be renovated or expanded.
In addition, there will be added newly designed play offerings, which include the following: “Out of This World”, a new LEGO Space Mission digital experience, where kids and parents can build their own space rocket out of LEGO bricks in order to digitally scan it afterwards and let it fly in space; “One to Choo-Choo-se for all the family”, a train ride on the Imagination Express (at Washington DC only); and “Something for VIT’s” (Very Important Toddlers), a new pre-school offering with a new dedicated indoor play for under five year-olds, including a dinosaur-themed carousel and slides using the ever-popular DUPLO Park.
This new brand concept aims to allow families more opportunities to reduce screen time and instead spend more time playing and learning together. A key focus of the next-gen concept is to provide even more Playmakers and Master Model Builders in the interactive LEGO Creative Workshops. The first next-gen LEGO Discovery Center was opened in Brussels this past June. (eap)
