Katapult delivers global Christmas experience in collaboration with the LEGO® Group and Merlin Entertainments

A new Christmas experience, designed and delivered by international themed attraction design company Katapult, has opened in attractions worldwide.

Partnering with the LEGO® Group and Merlin Entertainments, Katapult created experiences as part of the LEGO® Build to Give Campaign - an initiative aimed at reaching 11 million children around the world in need of the superpower of play.

The experience within 29 LEGOLAND® Discovery Centres and 11 LEGOLAND® Parks features festive and playful experiences for guests to undertake with friends and family. This includes an activity where for every guest that builds a heart made of LEGO® bricks, the LEGO® Group donates a LEGO® set for a child in need.

Katapult utilised and designed existing infrastructure to ensure brand synergy across all locations, as well as working alongside local build, installation and site teams to deliver the experiences in time for the Christmas period.

Katapult also worked alongside LEGOLAND Discovery Centre Boston to deliver an extra special story-driven Christmas experience.

The resulting narrative-driven journey brings together the LEGO Build to Give campaign, LEGO brick-building activities, and character interactions under one magical storyline. Guests step into the world of Santa’s workshop, contributing to the magic of Christmas through hands-on challenges and playful encounters. The experience culminates with visitors becoming certified “official elf helpers” through our bespoke “Magic Metre,” reinforcing both engagement and repeatability.

Emma Scrimshaw, Senior Global Brand Manager at Merlin Entertainments, said: “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.”

Speaking on the project, Katapult’s Art Director, Andy Gilmore said, “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.”