| Owner | Merlin Entertainments Lego Group |
|---|---|
| Website | http://www.legolanddiscoverycenter.com |
Legoland Discovery Centre is an indoor family attraction chain operated by Merlin Entertainments, a subsidiary of the Blackstone Group. Featuring models and attractions inspired by the Lego building toys, the Discovery Centres are smaller versions of the Legoland theme parks located around the world.
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A typical Legoland Discovery Centre occupies approximately 30,000–35,000 square feet (2,790–3,250 m2) of floor area.[1][2] Like the larger Legoland parks, Discovery Centres include "Miniland" attractions, which feature models of local landmarks rendered in Lego bricks. Visitors can also learn how the Lego bricks are manufactured or take part in classes taught by model builders. Locations may also include localized attractions and 4-D movie theatres. All attractions are included in the admission cost to the Centre.
A number of children's attractions, such as small roller coasters and play fortresses, are also available. The Centres can host birthday parties as well as scholastic and group functions. The Centres also include restaurants and gift shops selling Lego merchandise.
The target audience for the Legoland Discovery Centre is families with young children, normally ages 3-12;[3] 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 could host approximately 400,000 to 600,000 visitors.[1]
Five Legoland Discovery Centres are currently operating, with two in Germany, two in the United States and one in the United Kingdom
Three new locations, all in the United States, are in various stages of development. A location in Atlanta, Georgia has been announced, with construction set to begin at Phipps Plaza in July 2011 for an anticipated opening in the spring of 2012.[4] Merlin Entertainments plans to open another Discovery Centre adjacent to its new Sea Life Centre aquarium in the Crown Center complex in Kansas City, Missouri in May 2012.[5] A third location, at the Meadowlands complex in East Rutherford, New Jersey, was scheduled to open by the end of 2010,[6] but has been delayed, along with the rest of the facility.
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