Legoland has teamed up with one of the world’s most famous car manufacturers to develop two new immersive experiences.
Merlin Entertainments, operator of the Legoland theme park group, has signed a deal with Ferrari to develop an attraction at two Legoland parks, with the possibility of further expansion in the future.
Legoland Ferrari Build and Race, where guests will build, test and race their own Lego Ferrari car, will launch this spring at Legoland Billund, Denmark, and Legoland Windsor, UK.
It is the third iteration of the attraction, which recently debuted at Legoland California, US.
In the attraction, guests create a custom digital Ferrari race car which is projected onto a Lego race track based on Pista di Fiorano, a private race track owned by the famous Italian sports car brand. Visitors then compete against each other to compete for the fastest lap.
Scott O’Neil, CEO at Merlin Entertainments, said: “Renowned for its innovation, performance and quality, Ferrari aligns perfectly with our ambitions of partnering with the world’s most exciting and innovative brands.
“Our partnership with Ferrari accelerates our IP partnerships at our iconic Legoland theme parks. This is exactly the type of premier new experience that will have our guests revving their engines to visit in 2023.”
Annabel Rochfort, director of location based entertainment, museums and esports at Ferrari, added: “As a leading attractions operator, Merlin Entertainments are a key strategic partner for Ferrari, who are working with us to expand our offering to engage with Ferrari fans of all ages.
“Due to the success of our first Lego Ferrari Build and Race attraction at Legoland California, we are delighted to be expanding the concept into both Legoland Billund and Legoland Windsor."
