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Merlin Entertainments has partnered with the Lego Group to develop the Lego Festival, a first-of-its-kind festival experience celebrating creative play
Lauren Heath-Jones | Planet Attractions | 07 Mar 2025
The Lego Festival will launch at several Legoland Resorts in May Credit: Merlin Entertainments/Lego Group
Legoland Resorts is launching a new festival experience celebrating creative play, with the event rolling out at seven Legoland Resorts in five countries later this year.
The result of a partnership between leading theme park operator Merlin Entertainments and the Lego Group, the Lego Festival is designed as a child’s first festival experience and will bring Lego play to life on an ‘epic scale.’
The experience will begin with a memorable photo opportunity, with each park offering an ‘I Heart Play’ model, unique to each resort. Children will be invited to add to the model before receiving a festival lanyard and embarking on their day of play.
Visitors can explore five interactive zones; music, dance, gaming, creativity and chill out, with each area encouraging a different kind of play.
At the end of the experience, visitors will be invited to make a ‘Play Pact,’ which will require children to promise to “build more, laugh louder, explore endlessly and always keep playing.”
The Play Pact will form part of a charitable initiative, with Merlin Entertainments and the Lego Group pledging to help disadvantaged children and their families experience playtime at a Legoland Resort for every pact made.
The festival will also see the rollout of 49 new large-scale Lego models at participating resorts.
“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,” said Merlin Entertainments CEO, Fiona Eastwood.
“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.”
David Buxbaum, senior VP of Lego brand parks and experiences at the Lego Group, added: “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.
“At the Lego Group, we believe that play is essential for every child’s development and happiness. We can’t wait to see children and families create lasting memories at Legoland resorts around the world.”
The Lego Festival will launch on May 3, 2025 at seven Legoland Resorts around the world and will run for six weekends until the International Day of Play, a UN-sanctioned event that recognises the benefits of play, on June 11, 2025.
Participating resorts include Legoland Windsor; UK, Legoland Billund; Denmark, Legoland Deutschland; Germany, Legoland Korea; South Korea, Legoland California; US, Legoland Florida; US and Legoland New York; US.
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