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The LEGO Group Acquires LEGO and LEGOLAND Discovery Centers from Merlin Entertainments

The LEGO Group has announced that they have acquired LEGO and LEGOLAND Discovery Centers from Merlin Entertainments for £200 million. The deal includes 29 Centers in 9 countries and Merlin will continue to operate the 11 LEGOLAND Resorts around the world. We’ve already seen that you can earn LEGO Insiders points at select Discovery Centers and I’m guessing that they’ll roll it out to all of them now. The deal will close by the end of the year.

The LEGO Group to acquire LEGO® Discovery Centres and LEGOLAND® Discovery Centres from Merlin Entertainments

• 29 Centres in 9 countries welcome 5 million visitors each year.
• Centres provide fans with unique brand and retail experiences that celebrate the fun and creativity of LEGO play.
• Merlin to continue operating LEGOLAND Resorts under licence from the LEGO Group.

BILLUND, DENMARK, 24 September 2025: The LEGO Group today announced it has agreed to acquire LEGO® Discovery Centres and LEGOLAND® Discovery Centres from Merlin Entertainments. The acquisition will include 29 Centres in nine countries which attract around five million visitors each year.

LEGO Group CEO, Niels B Christiansen said: “We are excited to welcome the Discovery Centres to the LEGO Group and appreciate all that Merlin Entertainments has done to bring the LEGO brand to life through these attractions. They will be an important addition to our global network of retail stores and allow us to offer fans of all ages even more memorable hands-on brand and shopping experiences. We are looking forward to welcoming the dedicated Discovery Centre

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LEGO House Master Builder Stuart Harris Leaving Company in January 2026

In some rather shocking news that came out a few days ago, LEGO House Master Builder Stuart Harris has announced that he will be leaving his role in January 2026. Announced on his LinkedIn, Stuart will be leaving the company early next year which included 12 years at The LEGO House and 22 years total at The LEGO Group.

If you’ve attended the LEGO Inside Tour, Stuart was a mainstay over the years and has also had a hand in designing some of the LEGO House exclusives such as The Wooden Duck (40501), A Minifigure Tribute (40504), and this year’s LEGO Fabuland Tribute (40506).

But after 22 years with the LEGO Group including the last 12 at the LEGO House my time as a Master Builder there has come to an end. Being part of the original small design team back in 2013 developing all the guest experiences and some of the most spectacular models the LEGO Group has ever made it’s gratifying to see how much unleashed creativity and joy they bring to thousands of guests every year demonstrating the endless possibilities of the LEGO Brick

I will be working for LEGO House until the end of January 2026. So you know the drill dear network any interesting opportunities or leads* where I can bring some creativity, humour, and storytelling let me know!

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LEGO Opens Consumer and Shopper Engagement (CSE) Office in Tempe, Arizona

In more LEGO expansion news, LEGO has opened a new office in Tempe, Arizona for its new Consumer and Shopper Engagement (CSE) department. The CSE team will continue to support LEGO fans across the United States, answering questions and helping make their building experiences even more enjoyable. There are currently about 150 employees at the Tempe office with plans to grow to 180. If you’re looking to join, you can apply here.

Tempe, Arizona becomes the new home of the LEGO Group’s Consumer and Shopper Engagement team

Tempe, AZ, USA, 10 September, 2025: The LEGO Group has opened its new Consumer and Shopper Engagement (CSE) office in Tempe, Arizona with a ribbon cutting to mark the opening of a new base in the Greater Phoenix area.

From here, the award-winning CSE team will continue to support LEGO® fans across the United States, answering questions and helping make their building experiences even more enjoyable.

Monika Lütke-Daldrup, Head of Consumer and Shopper Engagement, said: “Tempe is an exciting location for our Consumer and Shopper Engagement team in the US to continue their work with fans. LEGO colleagues across CSE have a unique opportunity every day to show customers that we care. The enthusiasm and passion we see for LEGO products inspires us to keep finding ways to make their experiences even better.”
WTCT 169

The CSE team is a global network of nearly 1,000 LEGO colleagues in China, Germany, Denmark, Singapore, the UK and the US. Together, they manage more than 4 million customer interactions each year,

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The LEGO Group and Kuehne+Nagel Opens New Distribution Center in Vietnam

The LEGO Group and Kuehne+Nagel have announced a new distribution center in Vietnam that will be helping support the Asia Pacific markets. The new distribution center will serve as a logistics hub for the Vietnam factory and will supply the markets in Australia, New Zealand, Malaysia, Singapore, and Japan, with other markets including India and Indonesia next year.

Kuehne+Nagel and the LEGO Group open new regional distribution centre in Vietnam to support Asia Pacific growth

• New regional distribution centre serves as logistics hub for the LEGO Group’s newly opened factory in Vietnam
• Second centre operated by Kuehne+Nagel and the LEGO Group following opening of Belgium regional distribution centre in 2024
• Kuehne+Nagel to provide end-to-end logistics solutions serving Asia Pacific region

Vietnam, September 10, 2025: Kuehne+Nagel and the LEGO Group are expanding their long-standing partnership with the opening of a new Regional Distribution Centre (RDC) in Dong Nai, Vietnam. The centre will serve as a distribution hub for products manufactured at LEGO Manufacturing Vietnam, the LEGO Group’s newest factory in Ho Chi Minh City which opened earlier this year.

At the time of its opening, the RDC will supply markets including Australia, New Zealand, Malaysia, Singapore, and Japan, with other markets including India, Indonesia and more planned to come in 2026. Kuehne+Nagel will manage end-to-end logistics operations for the RDC, including transport from the LEGO Group’s Vietnam factory and Mainland China, customs clearance, bonded warehousing, sea freight, and delivery to Local Distribution Centres (LDCs) throughout the region.

“Our new regional distribution centre in Dong

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LEGO Pick a Brick Standard Service Paused

If you’ve been on LEGO Pick a Brick the past week or so, you may have been disappointed to see that they have paused Standard Service for North America. First noticed by New Elementary, there are thousands of elements that cannot be purchased anymore except for the Bestsellers and LEGO has put up a banner notice. As of this post there are only 1,535 elements available for purchase with 1,455 of them in the Bestsellers list. LEGO’s Standard Service ships out of Billund, Denmark while the Bestsellers are shipped from Illinois.

There’s no official statement on why LEGO paused Standard Service but we can assume it is the result of the removal of the De Minimis exemption which started yesterday. The exception before allowed packages worth less than $800 to enter the US without paying customs on it. With the exemption removed, there are now country specifc tariffs in effect even though a federal appeals court struck down many of Trump’s tariffs. The implementation of the court’s order has been delayed until October.

We’ll just have to wait and see what happens especially with the holiday season rolling around. I guess BrickLink will see a little uptick of orders but international sellers may also be impacted because other countries also have suspended or restricted shipments to the US.

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LEGO Achieves Double Digit Growth in H1 2025

The LEGO Group has announced their earnings from the first half of 2025 and the company has seen double digit growth compared to last year. Revenue grew 12% to a record DKK 34.6 billion up from DKK 31.0 billion last year while consumer sales increased 13%. There were 314 sets launched already and the top themes include LEGO City, LEGO Technic, LEGO Botanicals, LEGO Icons and, LEGO Star Wars.

The LEGO Group achieves double-digit top- and bottom-line growth in H1 2025

Highlights vs. H1 2024

• Revenue grew 12% to a record DKK 34.6 billion.
• Consumer sales increased 13%, driven by a broad and innovative portfolio.
• Market share grew as the LEGO Group continued to outperform the toy market.
• Operating profit increased 10% to DKK 9.0 billion, reflecting strong top-line performance and improved productivity while investments in strategic initiatives increased as planned. Net profit grew 10% to DKK 6.5 billion.
• Cash flow from operating activities was DKK 5.9 billion compared to DKK 7.5 billion last year. Free cash flow was DKK 1.7 billion which was impacted by a continued high level of investment.
• As part of its long-term investment in key locations, the company opened a state-of-the-art factory in Vietnam and a new Americas head office in Boston, U.S.
• Significant progress on sustainability efforts and continued investment to reduce the company’s environmental impact.

BILLUND, DENMARK, 27 AUGUST 2025: The LEGO Group today announced its earnings for the first half of 2025, reporting continued strong growth on both the top- and

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LEGO Insiders 10,000 Points Sweepstakes

In the LEGO Rewards Center, LEGO is giving you a chance to win 10,000 LEGO Insiders Points. Each person is eligible to have 10 free entries and there will be 10 winners chosen. The sweepstakes will end on September 30.

Please see full terms and conditions for details and eligibility requirements. Sweepstakes closes September 30th 2025. Eligible Countries: Canada (excluding Quebec), Denmark, Estonia, France (excluding French Overseas Departments or Territories, and the Principality of Monaco), Germany, Republic of Ireland, Netherlands, Norway, Austria, Slovakia, Sweden, United Kingdom, United States.

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