Connecting with the kid consumer

LEGOLAND Florida is built for kids. Not parents. Not aunts, grandparents, or teens. Just kids.It is built on the idea that every kid should be active and involved with his or her surroundings. That every moment of their vacation should be one they can touch, build, and reimagine their own way.

HERES OUR CHALLENGE: Disney World, Universal Studios & SeaWorld are long-standing giants in Orlando. They dont just out size and out spend LEGOLAND Florida, theyve also built up a heritage in the family vacation space over decades and people know exactly what they will get when they visit. Knowing that LEGOLAND Florida could not compete with these parks in size, scale, or brand history, how were we supposed to stand out in such a competitive market?

Heritage / budgets / scale / offerings

BUILT FOR KIDS TO TAKE THE LEAD

LEGOLAND Florida is built for kids. Not parents. Not aunts, grandparents, or teens. Just kids.It is built on the idea that every kid should be active and involved with his or her surroundings. That every moment of their vacation should be one they can touch, build, and reimagine their own way.

Kids are adults in trainingEverything they do is a fun-house mirror version of our world. - - -No goo goo ga gaIf it makes you cringe, it will probably make a kid cringe too.- - -Play can never be replacedThe act of play is sacrosanct for kids, whether they know it or not.