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 LEGOLAND Discovery Centre at Trafford Centre | |
Number of locations | 29 (by 2023) |
|---|---|
| Owner | Merlin Entertainments The Lego Group |
| Website | legolanddiscoverycenter |
Legoland Discovery Centre[a] is an indoor family attraction chain operated by British leisure group Merlin Entertainments. Featuring models and attractions inspired by the Lego building toys, the Discovery Centres are smaller and indoor versions of the Legoland theme parks located around the world.
A typical Legoland Discovery Centre occupies approximately 30,000–35,000 square feet (2,790–3,250 m2) of floor area.[1][2]
Discovery Centres include models of local landmarks rendered in Lego bricks. Visitors can also learn how the Lego bricks are manufactured or partake in building classes taught by a Master Model Builder. Certain locations may also include 4-D movie theatres offering multiple showings throughout the day.
A number of children's attractions, such as small rides, play fortresses, and movie theaters are also available. The centres can host birthday parties as well as scholastic and group functions and also include restaurants and gift shops selling Lego merchandise.
Master Model Builders are the Brand Face[clarification needed] of Legoland Discovery Centre. They responsible for all events and LEGO Models. They are chosen with competition called Brick Factor.[clarification needed]
The target audience for the Legoland Discovery Centre is families with young children, normally ages 3 through 12;[3] though 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 can host approximately 400,000 to 600,000 visitors.[1]
‡ Date of reopening as "LEGO Discovery Center" or "Centre"
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