The LEGO Group announced Tuesday it will acquire Canada’s only LEGOLAND Discovery Centre as part of a £200 million deal to purchase Merlin Entertainments’ global Discovery Centre portfolio. The transaction, expected to close by year-end, brings the popular Vaughan Mills attraction under direct LEGO ownership for the first time since opening in 2013.
The acquisition affects 29 Discovery Centres worldwide, with LEGO CEO Niels B. Christiansen stating the facilities will be “an important addition to our global network of retail stores.” The move positions Toronto’s 34,000-square-foot facility within LEGO’s expanding retail strategy as the company operates 1,079 stores across 54 markets globally.
LEGOLAND Discovery Centre Toronto opened in March 2013, occupying 34,000 square feet at Vaughan Mills with more than 3 million LEGO bricks. The facility features 14 family attractions, including two rides, a 4D cinema, and a MINILAND display showcasing Toronto landmarks built from 500,000 bricks. The location employs Canada’s only Master Model Builder, Noel Straatsma, and holds a GUINNESS WORLD RECORDS title for creating the largest LEGO brick flag—a 248,072-piece Canadian flag completed in 2018.
Current operations include educational programming aligned with Ontario Curriculum standards and an annual pass system providing access to eight Merlin locations across the northeast. The Discovery Centre includes a retail shop stocking over 900 LEGO sets, operating independently of attraction admission. The shop features pick-a-brick walls, build-a-minifigure sections, and products not available at traditional retailers.
Under LEGO ownership, the Toronto location will gain access to the company’s global retail network and loyalty programs. LEGO committed to retaining existing Discovery Centre teams during the transition. The timeline extends through early 2026, with changes implemented over 12-18 months following deal closure.
Vaughan Mills operates as a 1.3 million square foot retail complex attracting 12 million annual visitors. The mall maintains 98% occupancy across over 250 stores, including Nike Factory Store, Saks OFF 5th, Aritzia, Uniqlo, and Coach. The facility’s location at Highway 400 and Rutherford Road serves 2.2 million residents within a 20-kilometre radius, with an average household income of $138,000.
The mall is experiencing growth in food service offerings. Shake Shack Canada will open its sixth GTA location in Vaughan Mills’ food court this fall, occupying 860 square feet in an end-cap position. The addition is part of the chain’s expansion to six new GTA locations over the next 18 months, creating more than 400 jobs.
Billy Richmond, business director of Shake Shack Canada, said the Vaughan Mills location “capitalizes on end-cap positioning within the food court” and leverages Highway 400’s daily traffic volume of 189,000 vehicles. The Vaughan Mills food court generates sales exceeding $5,000 per square foot, with the Shake Shack location contributing to the company’s plan to establish 35 Canadian locations over the next decade.
Vaughan Mills houses Canada’s flagship Bass Pro Shops, Cineplex Cinemas, and various entertainment attractions alongside retail stores. The complex operates near Canada’s Wonderland, which attracts 3.8 million annual visitors. The Vaughan Mills Terminal provides York Region Transit connections to Vaughan Metropolitan Centre subway station, offering access to Toronto via Line 1 Yonge-University.
The Discovery Centre competes within Toronto’s family entertainment sector alongside Ripley’s Aquarium (1.6 million annual visitors), CN Tower (1.5 million), and Little Canada. Current Discovery Centre admission starts at $21.99 online. Vaughan Mills provides free parking and transit connections, differentiating from downtown competitors.
The acquisition represents investment in Canada’s $9.6 billion toy market, where Ontario accounts for 38% of sales. LEGO operates manufacturing facilities in Virginia and distribution centers in Boston as part of North American expansion. The company targets over 1,000 global retail locations by 2026.
Merlin Entertainments CEO Fiona Eastwood stated the sale allows the company to “strengthen its focus on driving the growth and success of LEGOLAND Resorts alongside our other attractions worldwide.” Merlin will continue operating eleven LEGOLAND Resorts globally under LEGO Group licence.
The deal closes as Vaughan Mills marks its 20th anniversary, with the LEGO acquisition and Shake Shack opening representing recent developments in the Greater Toronto Area retail market.
Dustin Fuhs is the founder and Editor-in-Chief of 6ix Retail, Toronto’s premier source for retail and hospitality industry news. As the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication, Dustin brings over two decades of expertise spanning retail, marketing, entertainment and hospitality sectors. His experience includes leadership roles with industry giants such as The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Recognized as a RETHINK Retail Top Retail Expert in 2024 and 2025, Dustin delivers insider perspectives on Toronto’s evolving retail landscape, from emerging brands to established players reshaping the city’s commercial districts.