As of the spring of 2022, Legoland California Resort will be welcoming guests to experience an interactive Ferrari Build and Race attraction that promises to delight fans of cars and all things fast. This first-of-its-kind experience unfolds in three parts, starting with the chance to see a life-size Ferrari F40 model made entirely out of Lego bricks. Next, guests will get to build their own LEGO toy race car and put it to the test on one of three racetracks, complete with obstacles and challenges.
Finally, guests will also be able to create a digital version of their LEGO creation with a digital version of themselves. There's also the chance for LEGO lovers to virtually drive the vehicle at Ferrari’s legendary test track, the Pista di Fiorano, and pit their skills against others.
Toy Race Car Attractions
An Interactive Ferrari Build and Race Attraction is Coming to Legoland
Trend Themes
1. Interactive Toy Attractions - Innovative brands can develop interactive experiences for customers that are both educational and entertaining.
2. Virtual Reality Experiences - Opportunities exist to develop engaging virtual reality experiences to complement physical toy attractions and improve user engagement.
3. Combining Digital and Physical Play - With the increasing prevalence of technology, brands can merge physical and digital play experiences to create a hybrid toy market that appeals to wider audiences.
Industry Implications
1. Theme Parks - Major theme parks can integrate interactive toy attractions into their existing programs to increase visitor engagement and provide unique experiences that set them apart from competitors.
2. Toy Manufacturing - Toy manufacturers can create customizable and interactive toys that incorporate both digital and physical play experiences to cater to the demands of tech-savvy customers.
3. Automotive - Automotive brands can collaborate with toy manufacturers to create realistic toy models that capture the essence of their brand and appeal to younger audiences who may be future customers.