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.