Lego has made a significant move by acquiring entertainment centers from Merlin, the owner of Madame Tussauds, for $270 million. This acquisition is exciting as it allows Lego to expand its brand presence and engage with fans in new, interactive ways. By integrating these entertainment venues, Lego aims to create immersive experiences that resonate with families and children, further solidifying its position in the entertainment industry.

Lego has announced its acquisition of 29 discovery centres from Merlin for £200 million, marking a significant expansion in its portfolio. This move is important as it not only enhances Lego's presence in the family entertainment sector but also aligns with its strategy to create immersive experiences for children and families. With these centres, Lego aims to foster creativity and learning through play, which is at the core of its brand values.