Full-look concept video debuts, membership recruitment officially opens

SHANGHAI, Nov. 6, 2024 /PRNewswire/ -- On November 6, Shanghai LEGOLAND® Resort, an international IP theme park under the internationally renowned entertainment attraction operator Merlin Entertainments Group, made its debut once again at the Fair. As China's first comprehensive tourism destination tailored for families aged 2-12, LEGOLAND® Shanghai Resort presented exciting activities under the theme of "Let Your Imagination Begin", officially announced that the park will be opened in summer 2025, and released a concept video of the entire resort to the public for the first time, which vividly showed the public the extraordinary features of the 11th LEGOLAND® Resort in the world and the first LEGOLAND® Resort in China. It also released the first full-view concept video of the resort, vividly demonstrating to the public the extraordinary charm of the world's 11th and China's first Legoland. At the event, LEGOLAND Shanghai Resort's "LEGO® Villain Residents" membership recruitment campaign was launched, inviting the public to register as the first members of LEGOLAND Shanghai, enjoying first-hand knowledge of the park's construction progress, ticket sales information, and the opening of the park's limited products, and embarking on a journey full of creativity and imagination for parents and children in advance.

John Jakobsen, Chief Operating Officer of LEGOLAND Resort, said: "LEGOLAND Shanghai has a deep connection with the Fair. The Fair is an important platform for China to open up to the outside world, and we are very pleased to be a part of it for the third consecutive year. China is an important growth market for us and the LEGOLAND Shanghai Resort is an important step in our strategy to grow in the Chinese market. As the park's construction continues to progress, today we debuted a full-look concept video of the Shanghai LEGOLAND Resort and launched a membership recruitment campaign, marking a new milestone for the project. We expect that when the park opens next year, LEGOLAND Shanghai can become a popular family IP destination in the Yangtze River Delta region."

The first full-look concept video was released, with multiple highlights for a sneak preview

At the booth site of the Fair, LEGOLAND Shanghai premiered a full-look concept video of the resort, showing the public its unique appearance as the first international IP family theme park in the Yangtze River Delta region.

Unveiling of LEGOLAND Shanghai Resort Concept Video

On the scene, representatives of the young journalists who stood out from the "LEGOLAND Shanghai Creative Journalists" contest appeared at the booth of the Fair to unveil the concept video of the whole area of LEGOLAND Shanghai for the public. The audience followed the camera as they traveled through LEGOLAND Shanghai's themed hotels and eight themed zones from a guest's perspective, experiencing more than 75 interactive rides, exciting shows and entertainment attractions. At LEGOLAND Shanghai, children can experience their first theme park experience with a customized roller coaster, get their first driver's license at the Driving School, and join their parents on a firefighting mission at the Rescue Academy. In addition, after the opening of the park, visitors can also feel the fusion of traditional Chinese culture and the elements of the Jiangnan water town boat project and other fun experience. At the same time, LEGOLAND Shanghai's special experiences such as the world premiere "Goku Knight" theme park and LEGOLAND World of Dreams also made a surprise appearance, bringing visitors a more diversified and localized immersive park experience.

LEGOLAND Shanghai launched the "LEGO Villain Residents" membership recruitment activity, inviting you to come to LEGOLAND first!

On the site of the Fair, LEGOLAND Shanghai Resort officially launched the membership recruitment campaign of "Residents of LEGOLAND Villain Boy". From now on, registered Shanghai LEGOLAND Resort WeChat small program members, you can become the Shanghai LEGOLAND online "LEGOLAND Villain Boy Residents", the park construction progress, ticket sales information, park limited products on sale to know first; put together their own LEGOLAND Villain Boy image, and have the opportunity to be the first to enter the park to experience. In addition, LEGOLAND Shanghai also announced that it has officially joined the LEGO® Club. Consumers who become online "LEGO Villain Residents" can also become LEGO® Club members with a single click, enjoying the dual membership benefits of both LEGOLAND and LEGOLAND® Club. Follow the official micro-signal of LEGOLAND Resort Shanghai and the official WeChat mini program for more information. Leaders from the Shanghai Municipal Bureau of Culture and Tourism and Jinshan District, as well as senior executives and shareholder representatives from Merlin Entertainments Group and LEGOLAND® Shanghai Resort, attended and witnessed the LEGOLAND Villain Resident Recruitment Launch Ceremony.

LEGOLAND Shanghai Resort kicked off the "Residents of LEGOLAND Villain Boys" membership recruitment campaign.

The opening of the "LEGO Villain Residents" membership recruitment campaign means that the official opening of Shanghai LEGOLAND Resort is getting closer and closer. Joining the LEGOLAND China membership system will also enrich the membership benefits of LEGOLAND Shanghai and bring more rights and benefits to visitors.

With construction further ahead and a planned opening date of summer 2025, LEGOLAND Shanghai is making imagination come to "Shanghai".

Located in Fengjing Town, Jinshan District, LEGOLAND Shanghai Resort is an integrated LEGOLAND theme park and hotel destination tailored for families with children aged 2-12. With eight immersive themed zones, LEGOLAND Shanghai Resort will offer more than 75 interactive rides, exciting shows and entertainment attractions that will allow the imagination and creativity of children and their parents to roam free and create lifelong memories together, making it one of the most anticipated theme parks in the Yangtze River Delta region.

Li Zelong, Deputy Secretary of Shanghai Jinshan District Party Committee and Mayor of Jinshan District, said: "In recent years, Jinshan District is taking Shanghai LEGOLAND Resort as an engine, grouping together to make a force, and culture and tourism empowerment to promote Jinshan's transformation and development. In the future, we will continue to support the development and construction of the Shanghai Legoland Resort project, promote the development of catering, accommodation, transportation and other service industries in the surrounding areas, and further enhance the Jinshan regional tourism brand image."

Up to now, most of the rides of Shanghai LEGOLAND have successfully arrived in China and formally stepped into the installation stage. The installation of mechanical tracks and pillars for the highly anticipated Flying Dragon roller coaster project has been successfully completed. Meanwhile, the installation of mechanical track equipment for LEGOLAND's landmark project, the LEGOLAND Grand Flyer, and the world's first-ever Flower and Fruit Mountain Adventure project are also progressing in an intense and orderly manner. The park plans to begin commissioning some of the rides by the end of 2024 to ensure an unrivaled experience for guests. In addition, all of LEGOLAND Shanghai's individual buildings are now in full swing with themed exteriors and interiors, and landscaping and paving work has begun in some areas. John Ussher, Managing Director of Advanced Development at LEGOLAND, said: "We are working hard to deliver an immersive LEGO-themed world of fun to our guests by 2025, restoring the fun, creativity and imagination of LEGOS in a themed park narrative".

Construction site plan of LEGOLAND Shanghai Resort

In addition, this year's booth site at the Fair also stands the LEGO brand's first traditional Chinese story as the inspiration for the creation of the popular IP - LEGO Wukong Little Man in the role of the Monkey King. Holding a golden rod and wearing a red cape, the classic IP character image attracted many visitors to stop and take a look. There was also a Goku Man figure at the booth, interacting with visitors and taking pictures with them, which ignited the enthusiasm at the site. Meanwhile, LEGOLAND's popular Flying Dragon roller coaster also appeared at the booth, bringing more surprises and expectations to the audience and further stimulating the public's longing for the future opening of LEGOLAND Shanghai.

Flying Dragon Roller Coaster, a popular ride of Legoland, data picture

Mr. Zhuang Jian, Chairman of New Jinshan Investment and Control Group and Chairman of Shanghai LEGOLAND Co., Ltd. said, "Shanghai LEGOLAND Resort is the city's '14th Five-Year Plan' major tourism investment project, and also Jinshan District's cultural and tourism business card, whose completion is of great significance in promoting the local cultural and tourism industry to move towards a higher quality and a higher level of development. At present, with the support of governments at all levels, key projects such as commercial streets and hotel and lodging complexes around LEGOLAND Shanghai continue to unfold, and facilities such as transportation, ecology and supporting facilities are becoming more and more perfect. We are also building Shanghai LEGOLAND Resort to international first-class theme park standards, with a view to its taking advantage of being the leader in parent-child theme parks and driving the integration and enhancement of regional tourism resources."

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Merlin Entertainments is a global leader in branded entertainment destinations, offering a diverse portfolio of destinations including themed vacation parks, city center attractions and LEGOLAND® Resorts in the UK, US, Western Europe, China and Asia Pacific. Merlin's commitment to creating experiences that inspire fun times and intimate relationships attracts more than 62 million travelers annually to its diverse attractions in more than 20 countries around the world. As an expert in bringing world-renowned entertainment brands into everyday life, Merlin works with business partners such as The LEGO® Group, Sony Pictures Entertainment, Peppa Pig, DreamWorks and Ferrari to create a rich and diverse range of destinations that immerse travelers in branded entertainment, rides and edutainment experiences.