Merlin Entertainments has announced it will be bringing a new 4D animated film based on the popular
Lego Movie franchise to come exclusively to all of its Legoland theme parks and Legoland Discovery Centres worldwide in 2015.
Using 4D effects such as wind, water, smoke and special lighting effects, the experience brings the film’s main characters, Emmet and Wyldstyle, together for an original adventure previously unseen by fan’s of the franchise.
“We’re excited to be partnering with Warner Bros. Consumer Products and The LEGO Group on such a, dare I say, awesome, adventure,” said Merlin Entertainments chief executive officer Nick Varney. “Emmet and Wyldstyle have become immensely popular at our theme parks and Discovery Centers across the globe and bringing this new 4D movie exclusively to our guests continues our Merlin philosophy of creating memorable family experiences.”
“More than a film,
The Lego Movie became an anthem for creative building, inspiring families around the world to pull their LEGO collections out and piece together their imaginations,” added Jill Wilfert, vice president licensing & entertainment for the LEGO Group. “I know that LEGOLAND guests are going to love seeing these characters in a fun, new adventure.”
An annual study looking at the world’s most powerful brands
recently determined that Lego is the world’s number one, beating the likes of PricewaterhouseCoopers, Red Bull and Ferrari to the title. Brand Finance cited the success of The Lego Movie for pushing the brand to top spot for power, after it generated nearly US$500m (€437.6m, £325.3m) over the last year.
Lego has proved particularly popular as a visitor attraction, with the brand continuing to expand, the most recent announcement being the Merlin’s seventh Legoland Discovery Center in the US. Also in the last year, Lego and Merlin announced plans to open new Legoland theme parks in South Korea, Japanand Dubai, and has had a number of successful launches including the Legends of Chima waterpark at Legoland California and a Lego Star Wars attraction at its Malaysia theme park.
