LEGO FRIENDS – LEGOLAND

Bringing LEGO Friends to life across LEGOLAND® resorts worldwide

We created Character Moments — an interactive installation that introduces park guests to the new generation of LEGO Friends characters through immersive, gesture-based touch-screen experiences. Launched globally across LEGOLAND® resorts, the activation celebrates diversity and inclusivity while offering playful, character-led interactions for guests of all ages.

As Head of Production, I led the project from concept to delivery, managing the team across creative, UX/UI, development, CMS, backend, and security. I was the key link between creative and development, while also handling all legal discussions and security requirements to ensure smooth deployment in multiple countries.

Guests meet animated versions of the eight LEGO Friends characters, each highlighting their unique passions through short, interactive activities — from baking with Leo to gaming with Nova. Each session is brought to life with animation, sound design, and motion-based gameplay, culminating in a personalised video that visitors can take home via QR code.

The activation has been rolled out in the UK, Denmark, Germany, US, Korea, Japan, and Dubai, achieving over 350,000 interactions in just 8 months across 27 countries. Character Moments continues to be a beloved attraction, enriching the LEGOLAND® guest experience while embedding LEGO Friends’ inclusive values into playful, memorable moments.