Merlin and Ferrari collaboration sees launch of immersive Legoland racing experiences

17 February, 2023

Merlin Entertainments has collaborated with Ferrari to introduce an immersive racing experience at its Legoland sites.

Legoland California has already opened the Ferrari Build and Race experience, and the next opening will be available at Legoland in Windsor, followed by Legoland in Billund, Denmark which will be launching this spring.

Upon arrival, guests will be welcomed by a LEGO pit crewmember who will provide interesting facts about Ferrari and its racing history, before showing them the themed LEGO racing gear and awards. Inside the garage, guests can take a photo with a life-size LEGO Ferrari and build their Ferrari car to race at one of the three racetracks. Each track presents distinct challenges, obstacles, and the opportunity to record the quickest time.

Additionally, after building and racing their physical car, visitors will be able to create a custom digital Ferrari race car that will be projected onto a LEGO racetrack modeled after Pista di Fiorano. Guests can compete with other cars for the fastest lap time.

Merlin Entertainments, ranked as Europe's top and the world's second-largest tourist attraction operator, has more than 140 tourist attractions in 24 countries throughout Europe, America, Asia, and Oceania. Merlin operates brands such as LEGOLAND®, Madame Tussauds, and SEA LIFE.

Last month, Merlin began running Cadbury World in Birmingham.

Scott O'Neil, Merlin Entertainments CEO, commented:

“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 & 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 & Race Attraction at LEGOLAND California, we are delighted to be expanding the concept into both LEGOLAND Billund and LEGOLAND Windsor.”

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