New LEGO Festival Announced for Seven Legoland Parks Worldwide
(eap) The LEGO Group and the LEGOLAND Resorts managed by Merlin Entertainments have collaborated to develop a new event concept especially for children, which will be held for the first time this year under the name of “LEGO Festival”. In seven Legoland parks worldwide – including LEGOLAND Billund in Denmark and LEGOLAND Deutschland – the new play festival will start on May 3 this year and will run for six weekends until “World Play Day” on June 11. In Germany, the festival will run even longer and will only end after the Whitsun vacations on June 22.
The LEGO Festival will comprise five themed areas, in each of which can be played in different ways. The individual play zones will focus on music, creativity, dance, gaming and relaxation. The festival will feature 49 new large-scale LEGO models worldwide, including an “I LOVE to play” model for each of the Legoland parks hosting the new festival, which will be customized for each park and will serve as a photo spot. Each child participating in the festival will receive a lanyard to make their way through all five festival areas. Finally, a personal “Play Pact” will be awarded, which Merlin Entertainments and the LEGO Group announced to link with a charity campaign to provide disadvantaged children and their families with playtime at a LEGOLAND Resort.
“LEGOLAND Resorts have always been a ‘child’s first’ experience of a theme park – who better to deliver their first festival experience? Together with the LEGO Group, we’ve created the ultimate way to discover and experience the power of creative play with the hopes of sparking imaginations, social connection, self-expression and learning. As a first festival for Merlin Entertainments, we wanted to be sure LEGO Festival is a place for fun and memorable experiences for the entire family, where imaginations can run wild and creativity knows no limits. LEGO Festival will embody what LEGOLAND is all about – play as a way of life,” announces Merlin CEO Fiona Eastwood.
David Buxbaum, SVP LEGO Brand Parks & Experiences at the LEGO Group, states: “At the LEGO Group, we believe that play is essential for every child’s development and happiness. As we look ahead to World Play Day, our celebration of the UN recognized International Day of Play, we are thrilled to partner with Merlin Entertainments to launch the LEGO Festival, a celebration that embodies our commitment to creativity, imagination, and the joy of play. This is an invitation to families around the world to come together and experience the transformative power of play in a fun and engaging environment. We can’t wait to see children and families create lasting memories at LEGOLAND Resorts around the world.” ■
