Overview
- LEGOLAND confirmed that LEGO Pokémon will headline the Play Zone at LEGO Festival, with the experience opening July 20 and running July 20–Aug. 16 at LEGOLAND Florida and July 20–Aug. 30 at LEGOLAND California.
- Guests will get an exclusive public preview of the LEGO Pokémon SMART Play system weeks before the retail launch in August, and access to the Play Zone is included with regular park admission.
- The Play Zone frames the visit as a hands-on Trainer journey built around five featured Pokémon, where visitors can build snacks, add SMART tags to see reactions, train at stations, and take part in brick-built battles.
- LEGOLAND executives promoted the collaboration as family-focused and screen-free, with the SMART Play system designed to make builds more interactive, social and enduring through embedded SMART tags and activity tables.
- The rollout extends to multiple resorts including LEGOLAND Deutschland, New York and Windsor, tying to Pokémon’s 30th anniversary and giving the LEGO Group an early, experiential window to drive interest before store release.