Hong Kong, Thursday, 13 November 2025.
Merlin is relaunching LEGOLAND Discovery Centre Hong Kong’s Holiday Bricktacular for late 2025, a calendar-driven programme designed to lift off‑peak winter visitation and drive higher-margin merchandise spend. For retail and operations teams, the initiative crystallises a strategic play: use IP-led seasonal content, capacity‑managed workshops and branded retail activations to extend dwell time and smooth attendance volatility. Operational priorities will include micro-footprint crowd-flow management, repeatable staffing for workshops, limited‑edition SKU planning and local licensing or media partnerships to amplify reach. The event also offers experiential hooks—structured creative sessions and capped play slots—that increase per-guest transactions without relying on weather or large exterior footprints. Data points from similar Merlin rollouts suggest these tactics stabilise revenues and improve average retail yield during slower trading periods. Expect stakeholders to watch conversion rates on limited runs and the impact of timed experiences on length of stay as leading indicators of success, and operational cost efficiency.
Event relaunch and programme overview
Merlin Entertainments has announced the return of LEGOLAND® Discovery Centre Hong Kong’s seasonal “HOLIDAY BRICKTACULAR” programme for late 2025, a calendar‑driven set of creative workshops, capacity‑managed play sessions and branded retail activations intended to run through the winter holiday period [1][2]. The centre’s public event page confirms the Holiday Bricktacular runs as an organised seasonal programme featuring interactive activities and exclusive experiences that aim to combine structured creative sessions with retail opportunities for families and young children [2][1].
Merlin’s Holiday Bricktacular is explicitly positioned to lift off‑peak winter visitation by converting a weather‑independent indoor venue into a seasonal destination through IP‑led programming and branded activations—a strategy underlined in Merlin’s announcement for this rollout [1]. The approach follows a familiar industry playbook: add time‑limited, themed content to urban indoor attractions to increase repeat visitation during slower trading months and to create purchase‑driven reasons to stay longer on site [1][2][GPT].
Retail yield and merchandise strategy
The programme links holiday‑themed workshops and limited runs of branded product to an expectation of higher per‑capita retail spend, since structured experiences and limited‑edition SKUs give retail teams higher‑margin items to promote during a captive dwell period—an objective explicitly referenced in Merlin’s event messaging and the centre’s promotional materials [1][2]. Merlin’s public materials and local sales channels indicate prior events at the centre routinely pair workshop activity with merchandising opportunities, reinforcing the direct line between timed experiences and retail conversion [2][3].
Operating Holiday Bricktacular in a constrained indoor footprint raises several practical priorities highlighted by the announcement and venue background: micro‑level crowd‑flow management for capped play slots, staffing models to deliver repeatable workshop sessions, inventory and SKU planning for limited‑edition holiday product, and marketing partnerships to amplify reach in Hong Kong SAR [1][2]. The centre’s listed floorplate and amenity mix—described in local partner pages as a 30,000 square‑foot indoor playground with 10 themed play areas, rides and a MINILAND display—underscore the need for precise capacity management inside a dense, mixed‑use retail setting [3][4].
Marketing, partnerships and local amplification
Merlin’s announcement and the centre’s site materials point to the use of local media and licensing partnerships to expand awareness in a competitive urban leisure market; Holiday Bricktacular events typically leverage cross‑promotion with mall partners and seasonal marketing to reach families in‑market for indoor winter activities [1][2][GPT]. Given the venue’s central K11 MUSEA location and multiple nearby transit links, partnership amplification can be targeted to both resident families and visiting tourists through mall channels and transport‑proximate campaigns [5][2].
Metrics industry stakeholders will watch
For operators and investors, leading indicators of Holiday Bricktacular’s success will include conversion rates on limited‑edition merchandise, average retail spend per attendee, changes in length‑of‑stay tied to timed workshop bookings, and the ability to stabilise weekday and early‑season attendance volatility through calendar programming—objectives reflected in Merlin’s event framing and the known commercial rationale for such seasonal rollouts [1][2][GPT][alert! ‘specific breakdowns of Merlin’s internal KPIs are not public in the cited sources’].
Bronnen