Merlin Entertainments, provider of branded entertainment destinations, welcomed families to LEGO® Galaxy: a new out-of-this-world experience at LEGOLAND® Florida Resort. The expansion sets the stage for a second LEGO Galaxy opening at LEGOLAND® California Resort on March 6.
This combined £70 million ($94 million) investment marks the company’s largest single in-park commitment in the United States. Both LEGO Galaxy experiences feature Galacticoaster: an indoor ride which is Merlin’s most technologically advanced coaster to date, with a space-themed design inspired by LEGO sets familiar across generations.
More than three years in the making, Galacticoaster is fully immersive and story-driven: putting kids in control of their own space mission by being able to design their own ride vehicle using touchscreens and RFID wristbands. Their customized spacecraft is then recognized throughout the attraction, merging digital storytelling with real-world coaster thrills.
The theme parks in Florida and California form part of Merlin’s global portfolio of 11 LEGOLAND Resorts. These destinations, spanning nine countries, bring the LEGO brand to life on an epic scale, through themed accommodation, immersive co-located attractions and LEGO themed experiences.
“Galacticoaster redefines the family coaster experience, by giving every guest the chance to create their own customized space adventure, placing creativity at the heart of the thrill,” says Fiona Eastwood, Chief Executive Officer of Merlin Entertainments. “This innovative approach reflects our determination to provide a compelling proposition that brings every family together through play. It is a capability unique to Merlin – and one that underpins the distinctiveness of our guest offer. This milestone moment also demonstrates how Merlin is prioritizing investment in the locations with the greatest potential for growth. We are evolving our LEGOLAND Resorts into iconic short break destinations, increasing the length of stay for our guests, driving higher per capita spend and strengthening our position to capture increased market share in the United States. These groundbreaking new attractions embody the scale, ambition and imagination that will define Merlin’s next chapter in this market.”
LEGOLAND New York will introduce the racing LEGO® Ferrari Build & Race experience for the first time on March 27.
