LEGO and Ferrari team up to develop immersive themed experiences at two LEGOLAND® theme parks, with the potential for further expansion in the future.
The collaboration builds on Merlin’s successful relationship with Ferrari, and includes the recently opened LEGO® Ferrari Build and Race at LEGOLAND® California.
Launching this Spring at both LEGOLAND® Billund and LEGOLAND® Windsor theme parks, LEGO® Ferrari Build and Race is a brand-new experience which puts visitors in the driver’s seat to build, test and race their very own LEGO Ferrari with cutting-edge digital technology, the first of its kind to be experienced at any LEGOLAND® theme park in the world.
You will be greeted by a LEGO pit crewmember and have your photo taken with a life-size LEGO Ferrari, visitors can then build their own LEGO Ferrari and race one another followed by a custom digital Ferrari which will be projected on a LEGO racetrack.
The partnership with Ferrari is the latest development in Merlin’s strategy of creating IP partnerships with some of the world’s most popular brands, with existing successful partnerships including LEGO®, Sony Pictures Entertainment and HASBRO. Merlin has an established track record of rolling out popular brand-led concepts and attractions across its estate under multi-territory licensing agreements, including in China, North America and Europe with HASBRO.
Ranked Europe’s top and the world’s second-largest tourist attraction operator, Merlin runs more than 140 tourist attractions in 24 countries across Europe, America, Asia and Oceania. Brands operated by Merlin include LEGOLAND®, Madame Tussauds and SEA LIFE.
CEO of Merlin Entertainments Scott O’Neil said the following:
“Renowned for its innovation, performance and quality, Ferrari aligns perfectly with our ambitions of partnering with the world’s most exciting and innovative brands. Our partnership with Ferrari accelerates our IP partnerships at our iconic LEGOLAND® Theme Parks. This is exactly the type of premier new experience that will have our guests revving their engines to visit in 2023.”
Annabel Rochfort Director of Location-Based Entertainment, Museums and ESports at Ferrari said:
“As a leading attractions operator, Merlin Entertainments are a key strategic partner for Ferrari, who are working with us to expand our offering to engage with Ferrari fans of all ages. Due to the success of our first LEGO® Ferrari Build & Race Attraction at LEGOLAND California, we are delighted to be expanding the concept into both LEGOLAND Billund and LEGOLAND Windsor.”
Following on from the above Merlin update LEGOLAND Windsor Resort also announced the attraction as the UK’s first LEGO Ferrari Build and Race attraction set to open this summer.
Guests will experience Ferrari fun facts, race history, racing gear and awards, before racing other cars for the fastest race lap on the world-famous Pista di Fiorano Circuit! A DUPLObuild zone will also offer younger guests the chance to drive their imagination and design their own creation out of bigger bricks, at the Ferrari Build and Race attraction.
Helen Bull, Divisional Director of LEGOLAND Windsor, said:
“We’re extremely excited about this unique and full throttle partnership. Welcoming Ferrari to the LEGOLAND Windsor Resort is a big moment for us – I’m looking forward to testing the drive and creativity of all our guests at the new Ferrari Build and Race attraction this Summer!”
