Yes, you did read the title correctly!

Legoland New York Resort, Holovis and ETF Ride Systems are to unveil the world’s first attraction experience, which features technology that turns riders into Lego minifigures.

Named the Lego Factory Adventure ride, the new attraction is to be revealed at IAAPA Expo in Orlando on November 19.

It will be the first ride in the world to feature Holovis’ proprietary HoloTrac technology, which enables visitors to view themselves transformed into Lego minifigures.

The Legoland New York resort is due to host its Grand Opening event on July 4, 2020, which will be home to the ground-breaking new attraction.

Attendees visiting IAAPA Expo Orlando will be able to receive exclusive demonstrations of this revolutionary technology and listen to keynote speakers talking about Legoland New York Resort’s Lego Factory Adventure ride.

Attendees will have the opportunity to speak to Julie Estrada, head of public relations North America at Merlin Entertainments, Stuart Hetherington, CEO of Holovis, and Ruud Koppens, CEO of ETF Ride Systems.

All three companies have collaborated to develop the highly awaited Lego Factory Adventure ride.



Shanghai is to be the home of one of the largest Legoland resorts in the world.

During the second China International Import Expo, which took place on November 6, 2019, construction of a Legoland in Shanghai was agreed.

It has been estimated that the new Legoland resort will cost around $55 million. The site will combine traditional Lego elements with Chinese culture, to create an immersive experience for families to enjoy.

The resort will provide children from the ages of 2 and 12 with an interactive program, comprising of many imaginative attractions and activities.

A key highlight of Legoland Shanghai will be a huge immersive themed hotel.

Legoland Shanghai is part of the Merlin Group’s aim to develop a number of new Legolands around the world.

The Shanghai site will be unique in combining classic Legoland projects with local themed attractions.



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.”



Merlin Entertainments has announced it has joined forces with Global Zhongjun Cultural Tourism Development, to build and operate a Legoland Resort in China’s Sichuan province.

Merlin will operate the new resort and Global Zhongjun will run the construction and infrastructure of the project.

Two themed hotels will feature at the resort, with approximately 500 rooms.

Nick Varney, Merlin Entertainments’ CEO, commented: “There’s no doubt that China represents a great opportunity for strong global brands.

“Having been active in China for over a decade, Merlin has gained critical insights into Chinese consumers and built a broad portfolio of Midway attractions within key cities.

“Leveraging this position, we’re delighted to be able to announce the development of a Legoland Park in Sichuan Province together with a strong partner in Global Zhongjun.

“It is an exciting prospect and a significant milestone in the expansion of the Legoland estate in China,” Varney added.

Merlin Entertainments’ chief development officer said: “Sichuan Province has a strong tradition of welcoming people from all over, which aligns closely to our values as a business.

“Within it, Chengdu, Meishan and the Tianfu New Area is developing at a rapid pace driven by investment, enterprise and, increasingly, its popularity as a tourist destination.

“Our partner is a leading developer of tourism in the region with a great track record in delivering scale projects, and we look forward to working with them and the local community to bring the Legoland Resort experience to guests in Western China.”

Legoland Sichuan is due to open in 2023. It will be Merlin Entertainment’s eleventh Lego-themed park and will be the biggest Legoland resort in the world.



Merlin Entertainments has announced two senior marketing appointments. Ash Tailor has been appointed as global brand director at Legoland and Matthew Williams has been appointed as global brand director at Midway Attractions.

Tailor will be responsible for nurturing global marketing and brand development at Legoland parks and Legoland Discovery Centres, overseeing brand strategy, product development and customer engagement.

Legoland’s new global brand director will also be the primary Merlin relationship partner with Lego Group.

Having worked with several high-profile brands, including Vodafone, Coca-Cola and Unilever, Tailor brings a wealth of experience in retail marketing and FMCG to Legoland.

Before joining Merlin, Tailor held the position of global category director at Britvic, leading the development and performance of the Kids Category.

At Midway Attractions, Matthew Williams will have the responsibility of setting and implementing brand strategies across the Sea Life Dungeons and Eye brands, placing the consumer at the core of brand development.

Williams will also be focused on delivering world-pioneering product and commercial activations and will also manage Midway’s global partnerships.

Like Tailor, Williams has a strong track record in retail and FMCG.  Before joining Merlin, Williams played a central role in developing growth at Costa Coffee, as both commercial and marketing director for the UK&I and as global brand and Insight director.

Both Tailor and Williams will begin their new roles in mid-September.

Mark Fisher, chief development officer of Merlin, spoke of the new appointments:

“The strength of our brands and how we develop our business to meet our ever increasing customer expectations are crucial to ensure our continued business success.

“Both Matthew and Ash bring with them enormous brand-building knowledge and marketing know-how from FMCG and retail sectors, which, with their great energy and customer obsession, will help us consistently deliver amazing experiences for our guests. I look forward to working with them.”



2020 will see Legoland Billund in Denmark open The Lego Movie World, comprising of new rides and the first flying theatre in Scandinavia.

The flying theatre will take visitors on a floating journey as they watch movies with a number of special effects, including smells, wind and fog. Asides experiencing well-known features from the Lego Movie franchise, guests will fly into space and past pirates and other fascinating fantasy worlds.

The Lego Movie World will cover 5,000 square metres. It will also feature a ride designed for older children that allows them to control their own aircraft.

A space theme playground and a drop tower centred on Unikitty from The Lego Movie 2 will also be key elements of the new extension at Legoland Billund.

The expansion of the popular family amusement park is being carried out in collaboration with Warner Bros Consumer Products.

Christian Woller, director of Legoland, spoke about the Lego Movie World expansion at Legoland Billund.

“We are very pleased to have another new land and three new rides here in Legoland.

“It will be a unique and thoroughly exhilarating experience, and our guests will no doubt feel that they are entering the amazing universe they know from the Lego films.”