We created The LEGOLAND Times, the official newspaper of LEGOLAND. Transforming the construct of a traditional paper into a paper made for kids, we gave families an inside look at the day to day happenings at the resort.

Stories were designed through the eyes of kids. With articles including things like a full-length feature about a pirate absconding with gold, an in-depth editorial from a knight with very strong opinions on Mac & Cheese, a hard-hitting expose of a rare dinosaur bone, horoscopes from a fortune teller, advertisements, and even classifieds. Articles leveraged characters and places in the resort to not only inspire kids’ imaginations and generate excitement, but also inform families for their visit.

The LEGOLAND Times is printed on newsprint in the style of traditional papers and issues are distributed at LEGOLAND Hotel every morning and in newsstands nationwide. It is a publication series that’s been ongoing for nearly a year.

With the newspaper being in market just under a year, we saw:

Guest visits increased by 6%

Revenue increased by 22%

Kids visiting the resort are not only enjoying the park rides and hotel amenities but also the added layer of stories they have read in the newspapers.

The success at LEGOLAND Florida has led LEGOLAND Resorts adopting the newspaper for California, Windsor and Denmark