Lego has struck a £200m deal to buy 29 branded entertainment venues from Merlin Entertainments, including sites in Birmingham and Manchester.

The Danish toy company will take ownership of Lego and Legoland Discovery Centres, which feature creative workshops, building zones and retail outlets, as part of a strategy to expand its retail footprint.

“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,” commented Lego Group chief executive Niels B Christiansen. “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.”

The agreement does not cover larger Legoland Resorts such as Windsor, which will continue to be run by Merlin under licence. 

Fiona Eastwood, Merlin’s chief executive, added: “It is now a natural next step for the centres to become part of the Lego Group, allowing Merlin to strengthen its focus on driving the growth and success of Legoland Resorts.” 

The deal is expected to complete by the end of the year.