First American outlet planned for Chicago
Legoland Discovery Centre, an undercover attraction in Merlin Entertainments’ tried and tested “Midway” format, will open in August at the Streets of Woodfield shopping centre in Schaumburg, suburban Chicago.
The attraction will feature activities ranging from hands-on play to life-sized Lego adventures including a dragon ride, adventure trail and 4D cinema. Also featured will be a Duplo play area for younger children, birthday party rooms, a Lego café and a Lego shop.
The prototype Legoland Discovery Centre debuted during 2007 in Berlin and is forecast to attract over half a million visitors a year. A second German outlet opened this April in Duisburg.
“Legoland Discovery Centre is a new concept that we are confident will translate well to the US because of the universal appeal of Lego,” predicts Adrian Jones, general manager for Merlin Entertainments’ US operations. “Woodfield us ideal because of the highway access, easy parking and family orientation of the area.”
