Merlin Entertainments operates seven Legoland amusement parks, the original in Billund, Denmark, the second in Windsor, England, the third in G├╝nzburg, Germany, the fourth in Carlsbad, California, the fifth in Winter Haven, Florida, the sixth in Nusajaya, Malaysia[66] and the seventh in Dubai, United Arab Emirates.[67] and the eighth in Shanghai, Peoples of Republic of China.[68] On 13 July 2005, the control of 70% of the Legoland parks was sold for $460 million to the Blackstone Group of New York while the remaining 30% is still held by Lego Group.[69] There are also eight Legoland Discovery Centres, two in Germany, four in the United States, one in Japan and one in the United Kingdom. Two Legoland Discovery Centres opened in 2013: one at the Westchester Ridge Hill shopping complex in Yonkers, NY and one at the Vaughan Mills in Vaughan, Ontario, Canada. Another has opened at the Meadowlands complex in East Rutherford, New Jersey in 2014.[70]
The intelligent brick can be programmed using official software available for Windows and Mac computers, and is downloaded onto the brick via Bluetooth or a USB cable. There are also several unofficial programs and compatible programming languages that have been made to work with the brick, and many books have been written to support this community.[52]

Since around 2000, the Lego Group has been promoting "Lego Serious Play", a form of business consultancy fostering creative thinking, in which team members build metaphors of their organizational identities and experiences using Lego bricks. Participants work through imaginary scenarios using visual three-dimensional Lego constructions, imaginatively exploring possibilities in a serious form of play.[73]