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

A New Christmas Experience: LEGO® Build to Give Campaign by Katapult

Introduction to the Festive Experience

A new Christmas experience has launched, designed and delivered by the international themed attraction design company Katapult. This exciting initiative is now available in attractions worldwide.

Partnership with LEGO® and Merlin Entertainments

Katapult partnered with the LEGO® Group and Merlin Entertainments to create unique experiences as part of the LEGO® Build to Give Campaign. This initiative aims to reach 11 million children around the globe who are in need of the superpower of play.

Festive Activities for Families

The experience is featured in 29 LEGOLAND® Discovery Centres and 11 LEGOLAND® Parks. It offers festive and playful activities for guests to enjoy with friends and family. One notable activity involves guests building a heart made of LEGO® bricks. For every heart created, the LEGO® Group donates a LEGO® set to a child in need. This initiative not only promotes creativity but also gives back to the community.

Ensuring Brand Synergy

Katapult utilized existing infrastructure to maintain brand synergy across all locations. They collaborated with local build, installation, and site teams to ensure the experiences were delivered on time for the Christmas season. This careful planning helped create a seamless experience for visitors.

Special Experience in Boston

In addition to the standard offerings, Katapult worked with LEGOLAND Discovery Centre Boston to deliver an extra special story-driven Christmas experience.

A Narrative-Driven Journey

The resulting narrative-driven journey combines the LEGO Build to Give campaign with LEGO brick-building activities and character interactions. Guests step into the enchanting 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 a bespoke “Magic Metre.” This feature reinforces engagement and encourages repeat visits.

Positive Feedback from Guests

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

Insights from Katapult’s Art Director

Speaking on the project, Katapult’s Art Director, Andy Gilmore, expressed his enthusiasm: “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.”

Conclusion

This Christmas experience not only brings joy to families but also supports a noble cause. By participating in the LEGO® Build to Give Campaign, guests can enjoy festive fun while making a difference in the lives of children in need. The collaboration between Katapult, the LEGO® Group, and Merlin Entertainments showcases the power of creativity and community spirit during the holiday season.

For more information about the LEGO® Build to Give Campaign, visit LEGO® Build to Give.