The LEGO® Festival Experience

Client: LEGO®, LEGOLAND®, and Merlin Magic Makers

The LEGO® Festival Experience was a first-of-its-kind, global celebration of play, delivered simultaneously across seven LEGOLAND® Resorts in five countries. Conceived to address the global decline in free, creative play among children, the six-week inaugural festival invited families to explore, imagine, and build together, turning each park into a playground of creativity and joy.

2Heads partnered with LEGO®, LEGOLAND®, and Merlin Magic Makers to create a scalable, story-driven experience blending live shows, interactive play zones, and large-scale collaborative builds. Central to the journey was the Play Pact, a gamified challenge encouraging guests to complete activities across five themed zones: Creative, Music, Dance, Gaming, and Chill Out. Each completed Play Pact unlocked a donated park day for a child without access to such opportunities, ultimately gifting 75,000 hours of play worldwide. From Adventure Peely’s first-ever live appearance to a LEGO® Fortnite build-and-play crossover, the festival offered something for every age and play style. The production spanned 3,784 graphics, 4 million LEGO bricks, 735 flags, and 2,530 live shows, all delivered within just five months. The results spoke for themselves: over 11 million social impressions, 75,000 Play Pacts completed, and a global audience inspired to keep playing long after the event ended. More than an entertainment experience, the LEGO® Festival demonstrated the power of play to unite cultures, spark imaginations, and make a tangible social impact, cementing LEGO® and LEGOLAND® as leaders in purposeful creativity.