Lego Factory Adventure, the first ride experience in the world to feature technology which turns visitors into Lego minifigures, is to be implemented into Legoland New York Resort, Holovis and ETF Ride Systems.

Using the world’s first on-ride tracking technology, Lego Factory Adventure will identify the characteristics of riders,  while mapping their position in the virtual space. It will then transform riders into Lego Minifigures.

Utilising motion tracking, the Lego Minifigures will be able to move as the guests move.

Legoland New York will be implementing this innovative technology. The new Legoland is opening on July 4, 2020 in Hudson Valley. With over 50 rides, attractions and shows stretching across 150 acres and seven themed lands, Legoland New York will be the largest Legoland ever built.

The news was revealed by Holovis and Merlin Entertainment at IAAPA Expo 2019 in Orlando.

Julie Estrada, head of PR North America for Merlin Entertainments said: “Merlin Entertainments continues to grow in North America with more than 30 attractions and is already pushing boundaries with the Lego Factory Adventure before Legoland New York even opens.

“Imagine traveling through a Lego Factory and suddenly seeing yourself as a Lego Minifigure! With vision in hand, we looked to two of the world’s leading developers, Holovis and ETF Ride Systems, to create this first of its kind dark ride experience.

“I can’t wait to see the looks on our guests’ faces when they experience it,” Estrada continued.

Peter Cliff, creative director at Holovis, a leading experience designer, shared his enthusiasm for the new technology: “At Holovis, we pride ourselves on the ability to own the entire technical experience, so the delivery of the Lego Factory Adventure is the perfect project for our turnkey, in-house capability,” said Cliff.

“Working alongside Merlin Entertainments, we have created the ultimate in on-ride guest personalisation and the ETF trackless motion vehicle integrates perfectly with the non-linear ride experience.

“The Lego Minifigure transformation is the textbook use for our HoloTrac technology, and since it’s completely invisible to the guest, the experience feels like real magic when the moment occurs,” Cliff added.

Lego Factory Adventure vehicles have been created by ride manufacturer, ETF Ride Systems. As guests spin in their vehicles, they will face a screen, where they will watch their vehicle turn into Lego as they transform into a Lego Minifigure.

Ruud Koppens, CEO of ETF Ride Systems, said: “The vehicle we created for the Lego Factory Adventure is meant to make guests feel as if they are a part of the automatic robot machinery that you would see in a Lego factory.

“We’ve never done this kind of ride before that is based on reality versus fantasy and we are very excited to work with Holovis and Merlin Entertainments to make this happen!”



The opening date of the highly awaited Legoland New York Resort has been announced. Guests will be able to pour into what will be the world’s largest Legoland theme park on July 4, 2020.

Merlin Entertainments have revealed there will be a grand opening event on July 4, when the eight-land, 50-ride resort will open to the public.

The different themed lands at Legoland New York including Lego Ninjago World, Factory, Heartlake City, Bricktopia, Lego City, Knights’ Kingdom, Miniland and Pirate Shores.

Legoland New York is being constructed on a 500-acre site in the town of Goshen, around 60 miles from New York City.

As well as shows and attractions, the theme park will be home to a Legoland Hotel with 250 rooms.

Matt Besterman, PR manager of Legoland New York, spoke about some of the attractions that will be on offer at the new site. “Kids can celebrate their own independence by riding their first rollercoaster, the Dragon, or driving their first car at Legoland Driving School.

“We’re thrilled to invite families across the northeast, the country and the world to make our theme park a tradition for summer fun,” said Besterman.

Construction of the site is well underway, ready for the grand opening on July 4,2020. As John Ussher, senior divisional director of Legoland New York, noted: “This is a truly global effort, with thousands of people working together to build the ultimate Lego theme park destination here in the Hudson Valley.”