A new IP partnership is set to drive footfall this season as a highly anticipated product line debuts globally at the UK’s LEGO theme park.
LEGOLAND Windsor Resort has confirmed that the upcoming LEGO Pokémon range will be the primary feature of the Play Zone at the LEGO Festival 2026. The event will run from the 20th of July until the 31st of August 2026. Alongside the UK site, the Play Zone experience will be rolled out across multiple locations worldwide, including LEGOLAND California, LEGOLAND Deutschland, LEGOLAND Florida, and LEGOLAND New York. Access to the festival zones is included in standard admission ticket prices.
The seasonal event transforms the parks using five distinct interactive areas: Music, Creative, Chill Out, the Thrill Zone featuring LEGO F1, and the Play Zone. By securing the Pokémon property for the Play Zone, operators are offering guests an early opportunity to interact with the new LEGO Pokémon SMART Play sets before their general retail release in August.
Screen-free gameplay and retail synergy
The attraction focuses on hands-on activities that replicate the core mechanics of the Pokémon brand. In the designated Trainer Centre, visitors can select from five different Pokémon to train and battle. The experience utilises the new LEGO SMART Play system, which is designed to make play feel active, social, and dynamic without the use of screens.
Within the Nurture area, guests can construct a brick-built snack for their character and attach a SMART tag to trigger a physical reaction from the set. Other activities include building a displayable LEGO Poké Ball and engaging with a photo opportunity featuring a giant LEGO Pikachu model.
Neil Poulter, Vice President at LEGOLAND Windsor Resort, outlined the strategy behind the brand partnership. “This summer, LEGO Festival is all about play without limits and LEGO Pokémon are the perfect Play Zone partner to headline!” he stated. “Pokémon is loved by kids and adults alike, and seeing parents share that fandom with their children creates lifelong memories across generations. That is what LEGO Festival is all about – giving families even more reason to come together, build together and share moments”.
Merlin Entertainments currently operates 11 LEGOLAND parks globally and focuses on creating interactive, brand-driven experiences for guests. The partnership with The Pokémon Company International brings one of the most prominent children’s entertainment properties into the physical LEGO ecosystem. By debuting the retail sets early as an exclusive park experience, LEGOLAND resorts are leveraging popular franchises to enhance their summer offering and drive varied guest interactions across the global estate.
