The Joy of Play: Crafting LEGO® Family Attractions

On our latest podcast, we are delighted to have welcomed Senior Experience Design Manager, Jules Aufdembrinke, from the LEGO® Group. Joining Jules on this episode about the joy of play is Katapult Co-Founder, Dawn Foote.

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Shared Values and Collaboration

The partnership between Katapult and LEGO is built on a foundation of shared philosophy. For Dawn, working with the world’s largest toy company goes beyond professional obligation; it is about aligning with a mission that prioritizes the child's perspective.

"We’ve got this, children are our role models and that's really front and centre when we're working on projects together," Dawn explained. She highlighted the rigorous standards required when translating the LEGO brand into physical experiences: "I love the fact that when we do things, they have the line through of 'only the best is good enough.' And that's really front and centre when we're developing together and creating together."

Designing the LEGO World

Jules, whose role involves overseeing design for LEGOLAND Parks and Hotels globally, shed light on the unique challenges of turning small plastic bricks into life-sized environments. A recent highlight for her team was the development of the Shanghai park, which features a record-breaking installation. "If you want to see the largest minifigure ever in the world, you have to go to a LEGOLAND park. That one is sitting in Shanghai," Jules revealed.

However, scaling up toys isn't as simple as making them bigger. Jules noted that design choices must be carefully weighed to ensure they inspire rather than intimidate. "We do need to constantly question, is this a good choice for a theme park? Is this a good scene? What could it potentially trigger in guests?" she said. "It is definitely not a plug and play of let's take the toy and size it up and done deal."

The Art of Immersion

The conversation shifted to what makes an attraction truly immersive. Dawn pointed to experiences that successfully transport guests from the real world into a story-driven environment, citing Lapland UK and The Wizarding World of Harry Potter as prime examples. She emphasized that true immersion often engages all senses, particularly taste.

"If you're transported to a place physically, the theming, the ride... but you're drinking a butter beer," Dawn observed. "You can not only feel it and absorb it... I can taste it and I can smell it and I'm there. I'm not in our world anymore."

The "Lovely Bad Review"

One of the most profound insights came from discussing how families interact within these spaces. Jules shared an anecdote about the Creative World in the new Shanghai park. The team received feedback that parents were frustrated because their children didn't want to explore the rest of the park—they only wanted to stay in the building zone.

"Parents, that's really nice, but we're not just here for building. And that's all the kids wanted to do," Jules recounted. "And that's such a lovely bad review for us... There is such value in also just seeing because for the first time... it's the largest building space you've ever entered as a child."

This highlights a core truth of the industry: success is ultimately defined by the guest's joy, even if it disrupts the planned itinerary. Dawn agreed, noting that facilitation is key to family bonding. "It's seeing it through the eyes of the child," she added. "If you can create those magic moments in your own home that become really cemented memories... that can be done with no budget and no cost."

A Culture of Sharing

Concluding the discussion, Jules reflected on the unique nature of the themed entertainment industry. Unlike many corporate sectors, she found a refreshing lack of guardedness among professionals.

"I love how there's not a lot of competition... I don't feel the competition and I love it," Jules said. "As soon as it comes to like, how do you deal with queue lines? What do you do to improve this pain point? I find it so lovely how open everyone is."