China launches first LEGOLAND Resort in Shanghai

LEGOLAND Shanghai Resort has officially opened, making it China's first LEGOLAND Resort and the largest LEGOLAND park at the time of its launch.

Located in Fengjing Town, Jinshan District, the new theme park and hotel destination spans 318,000 square metres. It aims to welcome children aged two to 12 and their families into a vibrant world of creativity, adventure and imagination. 

LEGOLAND Shanghai Resort features eight "lands”, offering over 75 interactive rides, shows, and attractions, along with thousands of LEGO models created from more than 85 million LEGO bricks, according to the release. This attraction is built by 10,000 workers and 300 teams from 15 countries, combining creativity, engineering, and innovation.

Last Saturday (5 July), an opening ceremony took place, featuring joyful music and dancing, along with appearances from signature LEGOLAND characters Mike and Amy, as well as performers in vibrant costumes.

To further celebrate the opening, LEGOLAND Shanghai Resort will host a "Grand opening week" from 5 to 13 July. Guests can experience a week of activities, with the resort featuring themed decorations, immersive experiences, and special offers. The LEGO Plaza will feature daily welcome shows and meet-and-greet opportunities with various LEGOLAND characters. Adventure-seekers can also enjoy limited-time minifigure swaps, exclusive merchandise, special discounts, and LEGO treats.

As part of the opening, LEGOLAND Shanghai Resort has introduced a range of exclusive attractions designed to deliver world-class entertainment and inspire creativity in guests of all ages. Guests will be able to step into a live theatre, where the world premiere of the LEGO Monkie Kid live show will take centre stage. At the water-town style boat tour, guests can cruise through 25x scale LEGO Chinese water town and modern Shanghai cityscapes - all built from LEGO bricks.

In the LEGO NINJAGO-themed land, thrill-seekers can challenge themselves on three major rides: "LEGO NINJAGO the ride", "Jay's gravity force trainer", and "Kai's sky master". Alternatively, younger guests who are still at the start of their theme park adventures can visit the LEGO CITY. Families can also head to the "Driving school" to earn their very first driver's license or team up with their loved ones for a thrilling firefighting rescue.

Water lovers of all ages can explore the LEGO Friends land, where they can ride a jet ski at the Water Race Challenge, enjoy the waves at the Beach Party, or participate in a boat-building competition at Build-A-Boat. Visitors can also head to the LEGO Castle themed land, where young guests can immerse themselves in a world of knights, wizards, and dragons through speed and height challenges.

Guests can extend the fun with a sleepover at LEGOLAND Hotel, where they are greeted by Ollie the Dragon and can enjoy character meet-and-greets, pyjama dance parties, and nightly surprises that carry the magic of the park into bedtime.

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Fiona Eastwood, chief executive officer, Merlin Entertainments, which operates 10 LEGOLAND Resorts across eight countries, said: “Our deep understanding of the Chinese consumer and our experience of operating in China for over a decade has allowed us to create LEGOLAND Shanghai as the ultimate theme park and hotel destination. It blends the tried and tested LEGOLAND experience, which is so successful across our parks from Denmark to Dubai, with rich Chinese cultural elements, creating a destination that is both globally recognisable and locally resonant, connecting children with their heritage through imaginative play.”

Niels B. Christiansen, president and chief executive officer, the LEGO Group, said: "LEGOLAND Shanghai will be an integral part of the LEGO ecosystem in China and a great addition to our retail network and brand events enhancing the immersive and interactive LEGO play experiences for our customers. I look forward to LEGOLAND Shanghai becoming a new cultural landmark for family interaction and bringing unique joy to all LEGO fans in China and beyond.”

Zhuang Jian, chairman of Shanghai New Jinshan Investment Share Holding Group said that the establishment of LEGOLAND in Shanghai has brought advanced international theme park management concepts and rich cultural connotations, injecting new vitality into the tourism market of Jinshan and even Shanghai, and will attract more domestic and international tourists to the region.

MARKETING-INTERACTIVE has reached out to LEGOLAND for more information. 

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