The LEGO® Movie™ 4D A New Adventure Exclusively at LEGOLAND, "The LEGO® Movie™ 4D A New Adventure" follows a new journey for Emmet, Wyldstyle, Unikitty, Benny and MetalBeard after they receive a mysterious invitation leading them to a new theme park where all of the rides are based on the characters' adventures in "The LEGO Movie." But not all is as it seems as the heroes are once again thrust into the middle of an evil secret plot, only this time, it will be up to the audience to use their Master Builder skills to help save them! Using elements such as wind, water, smoke and special lighting effects, the larger-than-life experience brings the film's main characters, Emmet and Wyldstyle, back together with their friends for another awesome adventure. For today's showtimes, download our app! Bring a LEGO Minifigure or purchase one at our retail stores to trade with any Model Citizen. All you have to do is ask! Trade again and again throughout the day.Available every day the Park is open.
Minifigure must be complete with head and body. LEGO Friends to the Rescue Heartlake Hall is gearing up for Andrea's big performance, but when all doesn't go as planned, it's up to the other LEGO Friends to come to her rescue! Character Meet & Greet Meet one of our loveable LEGO Costume Characters, you never know who you will run into - a heroic knight or a pirate, perhaps! Locations vary throughout the Park. Meet Emmet and Wyldstyle Meet Emmet and Wyldstyle from The LEGO Movie. Take your picture with your new found friends and be sure to see them on the big screen in The LEGO Movie 4D A New Adventure at the LEGO Show Place theater. LEGO® NEXO KNIGHTS™: The Book of Creativity A brand new 4D movie experience, exclusive to LEGOLAND. Enter the 4D kingdom of Knighton with Merlok 2.0 and join the heroic NEXO KNIGHTS as they battle it out against the evil Jestro and the Book of Monsters! LEGO Friends Meet & Greet Make some new friends at one the coolest cities anywhere!
Park Guests can enjoy daily autograph sessions with your favorite friends in Heartlake City! Pop Badges are limited edition collectable badges. Our Pop Badges can be collected by completing event challenges, trading with an employee and more. Click here to learn more! SEA LIFE Aquarium Shows and Feedings Your child's first interactive guide to the life of the sea, SEA LIFE Aquarium combines active hands-on learning with fascinating educational talks and up-close encounters with sea creatures including sharks, octopi and rays! View Shows and Feeding Schedule * Included in SEA LIFE and Resort Hopper Admission only.We told you yesterday that we were taking this LEGO business to the next level–and here it is. Yesterday afternoon, LEGO received this letter from us along with a printout of all 47,000 signatures on our petition at the time of the writing. We’re proud of the conversation that we’ve started, and now we want to talk to LEGO directly. We’re looking forward to hearing from them, and we’ll keep you posted.
Dear Jorgen Vig Knudstorp (Chief Executive Officer, The Lego Group), Michael McNally (Brand Relations Director), Charlotte Simonsen (Head of Corporate Communications) and Mads Nipper (Executive Vice President): We represent the girls, the parents, the children, the fans, the hobbyists, the collectors, the friends, the big sisters and brothers, the grandparents, and your future. And we are very disappointed. We used to believe in you. You used to create and market toys in line with your published mission to “inspire and develop the builders of tomorrow.” We bought your blocks to build magical fortresses, castles, space ships and fantasylands. Until last month, when you sold out our girls and started to blow away their future with little yellow, plastic hair dryers. Your new Friends marketing campaign is not only insulting and condescending, but it is dangerous. As members of the SPARKTeam, girl activists (ages 13-22) from throughout North America fighting to end the sexualization of girls, we request a meeting between ourselves, representatives of SPARK partner organizations, and your marketing and executive team so that we can share the abundant scientific evidence published in peer-reviewed journals (not “market research,” designed to best target little girls and their moms as consumers) that demonstrates the negative impact sexist marketing campaigns like yours have on girls as they grow
up and become young women. SPARK is a coalition of more than 70 orgs and reaches tens of thousands of girls and those who support their healthy development. On December 22, we initiated a petition demanding that you include more girls in your marketing for all LEGO products. Over 47,000 people have signed, and more are signing every hour. Our concerns have been published and discussed to date in The New York Times, The Wall Street Journal, The Toronto Star, Today Show, NPR, The Huffington Post and dozens of other radio shows, newspapers, and TV newscasts as well as in hundreds of blog posts. Millions of parents, girls and boys, are listening to us and demanding that you reconsider your marketing approach. We fully understand that the trend in marketing is to sell a narrow, commercialized version of gender to younger and younger children. The pink and blue aisles of toy stores are testament to the success of this approach, as is the volume of toys with a teen edge marketed to very young girls.
But we were surprised and dismayed when LEGO went this same route. Toys like LEGO have and should continue to open up creative options and give children a wide range of experiences, not shut these options down or channel them along the same narrow pathways other toy lines have done so effectively (Bratz dolls, for example). We expected more from you. We thought, given your mission and vision, that you actually gave girls more credit than that. This is not about the color of your building blocks or your Friends’ line, it’s about the lack of faith you have in girls’ skills and interests. It’s about your distorted notion that, in order to buy LEGO, girls need messages about the value of shopping, clubbing, baking,and tanning. In your press release, you state that you have tried unsuccessfully to market to girls. This claim is not supported by your actions. In fact, you have offered relatively few female characters in your traditional LEGO sets, and there are rarely any girls in your commercials for those sets.
You do not even showcase a girl playing with blocks on the cover of your Facebook page. The message, then, is very clear. To LEGO, there are boys and regular LEGOs. And then there are the “others”: the girls. This was never an effective marketing strategy for selling LEGOs to girls, and it is disingenuous to suggest that it was. That only 9% of regular LEGO users before the Friends line were girls is thus not surprising. You had stopped selling to girls. You defend the new Friends line by saying girls “will enjoy the exact same building experience and developmental benefits as children who choose any other LEGO theme,” and yet you do not offer building instructions in your Friends catalog, as you do in the“regular” LEGO catalog. Instead you offer personalities and stories of Friends’ characters with overwhelmingly stereotypical interests. We are disappointed that in reaching out to girls with “story lines that they would find interesting,” you went for cafes, karaoke, makeovers and lost puppies.
There can be a time and place for more mundane story lines in imaginative play, but when you offer them as the “girl” alternative to active adventure stories, you are sending girls the message that they stay home, hang with friends, and make themselves pretty and nice, while boys go out and have fun and adventures. There is no evidence, of course, that this line will have “developmental benefits” and no mention of the negative developmental impact to girls of consuming a high volume of stereotypical messages you reinforce in your Friends’ line sets, for which there is substantial scientific evidence. We think you can do better. We want you to remember that there are lots of girls not interested in sets that invite them to lounge poolside with drinks and sing in clubs. Take a look at the ones in our petition video –those are real girls. And thousands of parents, both moms and dads, who support their real girls agree. We are asking you to include more girls in your regular sets, more girls in your commercials, and we want your blocks marketed to girls and sold in the “girls aisles” of stores.
We know LEGO can be that one company that offers girls the message that they have choices and we know LEGO has the will and creativity to encourage girls to start making their own choices. We have included our petition and a printed list of the 47,427 people who stand with us. You have the opportunity to make a difference–to fulfill your mission. You wrote recently that, “We have a long history of listening very carefully to the opinions and requests of our consumers.” We look forward to our conversation. with potential dates and times for our meeting. Stephanie Cole and Bailey Shoemaker Richards, SPARKTeam representatives, with Dana Edell, Ph.D., SPARK Director Lyn Mikel Brown, Ed.D., SPARK Co-Founder Deborah Tolman, Ed.D., SPARK Co-Founder Audrey Brashich, Author of All Made Up: A Girl’s Guide to Seeing Through Celebrity Hype and Celebrating Real Beauty Nancy Gruver, New Moon Girls Amy Harmon, Becoming a Better Woman Amy Jussel, Shaping Youth