Katapult, the international guest experience design agency, has delivered a new Christmas experience which has opened in attractions worldwide.
Partnering with the Lego Group and Merlin Entertainments, Katapult developed experiences for the Lego Build to Give Campaign, an initiative designed to reach 11 million children worldwide in need of the empowering effect of play.
The experience across 29 Legoland Discovery Centres and 11 Legoland Parks offers festive and playful activities for guests to enjoy with friends and family. This includes an activity where each guest who builds a heart out of Lego bricks prompts the Lego Group to donate a Lego set to a child in need.
Katapult utilised and adapted existing infrastructure to maintain brand consistency across all locations. It collaborated with local build, installation, and site teams to ensure the timely delivery of experiences for the Christmas season.
Additionally, Katapult partnered with Legoland Discovery Centre Boston to create a unique, story-driven Christmas experience.
Bringing Christmas magic to life
This narrative-driven experience combines the Lego Build to Give campaign, Lego brick-building activities, and character interactions into a cohesive and enchanting story. Guests enter Santa’s workshop setting, actively participating in Christmas magic via hands-on challenges and fun interactions.
The highlight is when visitors earn certification as “official elf helpers” using the unique “Magic Metre,” encouraging ongoing participation and engagement.
Emma Scrimshaw, senior global brand manager at Merlin Entertainments, says: “The Boston activation has been a huge hit already with our guests. The NPS score has jumped 15 points in this space, with dwell time also significantly increasing.
"We’re proud of what we’ve achieved alongside Katapult and the Lego Group to improve the experience in such a short space of time.”
Katapult’s art director Andy Gilmore adds:
“It was brilliant to once again work with the teams at the Lego Group and Merlin Entertainments to create this global festive activation and continue to enhance the guest experience at their attractions.
"We pride ourselves on designing attractions that have a positive impact on both people and the planet, so we were delighted to support this year’s Lego Build to Give campaign.”
Last month, Katapult announced it has entered into a landmark partnership with the Natural History Museum in the UK to develop unique, licensable experiences.
Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
