LEGO FRIENDS - LEGOLAND®
TYPE & TECH Interactive Theme Park Installation, Touch Screens
CLIENT LEGO Group
Sparking Real Friendships with LEGO Friends
Step into the vibrant universe of LEGO Friends at LEGOLAND® resorts worldwide, where Wasserman and our team brought the new generation of characters to life through immersive, interactive touch-screen experiences. Discover the joy of diverse friendships in a playful, inclusive environment that celebrates shared passions and creates unforgettable moments for park guests.
Want to explore the possibilities of new technologies? Get in touch to explore ideas.
Connecting Guests to the LEGO Friends Universe
As part of LEGOLAND’s continued innovation in their international theme parks, the challenge here was to bring to life the stories behind the new LEGO Friends® characters.
Unveiled in 2022 and available since January 2023, the re-imagined characters celebrate diverse friendships in the modern world, aiming to allow more children to feel represented during play. Inclusive of gender, culture, ethnicity, physical traits and abilities, non-visible disabilities and neurodivergence, their narratives explore the ups and downs of friendship as the characters pursue their passions and overcome challenges, obstacles, and differences.
The goal was to translate these values into global experiences that resonate with guests of all ages, fostering meaningful engagements with the characters. Our collaboration with Wasserman focused on developing innovative, screen-based experiences to bring the LEGO Friends to life through interactive technology.
Unforgettable Moments
The ‘Character Moments’ project welcomes guests to meet animated versions of the eight LEGO Friends characters through large interactive touch screens at LEGOLAND® resorts. Each character highlights their unique passions and talents, inviting visitors to participate in playful activities aligned with the Friends’ interests.
Guests engage through gestural interactions, responding to specific play prompts that range from assisting Leo in creating a fabulous birthday cake to watching Nova conquer an alien video game. These 20-30-second interactions come to life with animation, voice-overs, sound effects, motion-based activities, and speech bubbles, ensuring inclusivity and excitement for every participant.
Upon sharing a moment with their chosen LEGO Friend, guests receive a personalised video capturing their interaction via a QR code, allowing them to cherish and share their experience beyond the park.
Global Impact and Engagement
Installed globally in the UK, Denmark, Germany, US, Korea, Japan, and Dubai, the ‘Character Moments’ activation has achieved remarkable engagement with over 350,000 guest interactions in just 8 months across 27 countries. By celebrating diversity, promoting inclusivity, and offering innovative interactive experiences, ‘Character Moments’ has become a beloved attraction at LEGOLAND® resorts worldwide, continuing to enrich guest experiences and create lasting memories for families and fans of LEGO Friends.
Seen something you like and wish to find out more? Get in touch to explore ideas.
