Press Release

International themed attraction company Katapult has completed a new experience for The LEGO® Group and Merlin Entertainments.

LEGO® Creative Club will become a brand new area across new openings of LEGO® Discovery Centres, after a successful launch at their Brussels location. Guests are encouraged to explore their imagination with a new play experience – which has already seen higher levels of brand engagement with guests as well as bringing families together through creativity.

Speaking on the project completion, Katapult’s Co-Founder and CEO Dawn Foote said, “It’s been a pleasure working with both The LEGO® Group and Merlin Entertainments on this new experience at LEGO® Discovery Centres.”

“We implemented our testing and development process which helped ensure the experience would be successful once rolled-out. Through iterative design and feedback from families, we were able to do just that.”

Katapult worked alongside LEGO and Merlin Entertainments on the guest flow, the spatial design and how guests would take part in the experience. Starting with a Playmaker welcome, then finding inspiration in the LEGO library, to drawing their design ideas before building their unique creation using an exciting range of LEGO bricks. Finally guests celebrate their creations, displaying them proudly and capturing the moment in a photo. 

As well as creating and testing the new experience, Katapult supported on site implementation, which included creating staff training resources and operational assets.

Speaking on the activation, The LEGO Group’s Tim Holt, said “Our continued relationship with the Katapult team, our trusted experience design partners, is helping us create amazing new LEGO experiences that our guests love. We are always seeking new ways to engage with the imaginations of children and adults alike, Creative Club is a perfect example of us achieving this.”

The Katapult team will be in attendance at various industry events this summer. Co-Founder Phil Higgins will be present at Saudi Entertainment Expo in May, and June will see him attend the Licensing Expo in Las Vegas and BALPPA Summer Conference at the Isle of Wight.

Delegates at IAAPA Expo Asia will also be able to speak and meet with fellow Co-Founder Dawn Foote, who is attending as part of the Experience UK stand. The wider Katapult team will also be in attendance at IAAPA Expo Europe in Vienna, this September.


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