LEGOs are fun because they let kids be imaginative. How can LEGOLAND theme parks do the same?

Billboards and bus wraps will be “under construction,” featuring scaffolding and giant construction worker LEGO figures.

Unique bricks will appear inside new LEGO sets. People can bring them to Legoland, place them into a tower, and exchange them for branded merchandise.

Parkitect AR lets visitors to Legoland design and redesign the park themselves in augmented reality.