Merlin Entertainments has confirmed that the LEGO Festival will return on an international scale for 2026, activating across five key LEGOLAND Resorts worldwide.
The multi-area event, which focuses on interactive play and guest-led experiences, is set to be a focal point of the seasonal calendar for the brand’s global portfolio.
Following its initial success, the festival has been designed as a scalable, multi-zone activation that integrates seamlessly into the existing resort infrastructure. The 2026 rollout includes LEGOLAND Windsor in the United Kingdom, LEGOLAND Deutschland in Germany, and three premier North American sites: LEGOLAND California, LEGOLAND Florida, and LEGOLAND New York.
The festival model leverages the core brand pillars of the LEGO Group by focusing on "live moments" and collaborative build activities. By distributing these activations throughout the parks rather than confining them to a single venue, the event is designed to manage guest flow and increase dwell time across various sectors of each resort.
From a commercial perspective, the event introduces exclusive secondary spend opportunities. This includes a bespoke range of LEGO Festival-themed food and beverage products, such as the signature "Brick Ice Lolly," and a dedicated line of event-specific merchandise available at retail outlets. These elements are designed to drive incremental revenue while enhancing the thematic immersion of the guest experience.
By including the festival within the standard cost of admission, the resorts aim to bolster the value proposition for day visitors and annual pass holders alike. Furthermore, the event is being used as a primary driver for the resorts' short-break products, with integrated marketing efforts encouraging multi-day stays at the various onsite themed hotels.
The global execution of the LEGO Festival highlights a continuing trend within the industry toward experience-led events that combine intellectual property with high levels of guest participation and interactive entertainment.
