The LEGO Group and Merlin Entertainments’ LEGOLAND Resorts have joined forces to launch the LEGO Festival. Designed to be a child’s first festival, it’s where LEGO play comes to life. LEGO Festival kicks off May 3 and runs for six weekends at seven LEGOLAND Resorts globally until World Play Day on June 11.
Fiona Eastwood, CEO of Merlin Entertainments, said: “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.”
David Buxbaum, Senior Vice President, LEGO Brand Parks & Experiences at the LEGO Group said: “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.”
LEGO Festival offers five different areas to encourage guests to play in different ways, with the following zones: music, creativity, dance, gaming and chill out.
The guest journey begins with a welcome and a unique photo opportunity at each LEGOLAND Park, featuring an iconic and personalized to the city ‘I heart Play” LEGO model. At this model, each child is given a Festival lanyard before embarking on their journey to experience all five zones and ultimately making their “Play Pact” at the end of the day.
For every “Pact” made, Merlin Entertainments and the LEGO Group promises to arrange for underserved children and their families to enjoy play time at a LEGOLAND Resort. The Play Pact, requires children to promise to build more, laugh louder, explore endlessly and always keep playing!
World Play Day is the LEGO Group and LEGOLAND Resorts’ celebration of the UN-recognized International Day of Play, which was adopted in March 2024. It is a day dedicated to celebrating the benefits and joy that play brings and encouraging families around the world to take a moment to play.
