LEGO® Factory Adventure Ride

When LEGOLAND® New York Resort opened to the public in 2021 it became the largest LEGOLAND ever built, covering over 150 acres with 50 rides, attractions and shows in seven themed lands. One of the most exciting attractions at the park is LEGO® Factory Adventure Ride, the first ride experience in the world to feature technology which turns visitors into LEGO Minifigures.

This experience was brought to life by the team at Merlin Magic Making, Holovis and ETF Ride Systems.

Utilizing our proprietary HoloTrac software, LEGO Factory Adventure Ride identifies the characteristics of riders, while mapping their position in the virtual space. Guests are then transformed into LEGO Minifigures which, by utilising motion tracking, move as the guests move.

The news was revealed by Holovis and Merlin Entertainment at IAAPA Expo 2019 in Orlando.

Julie Estrada, head of PR North America for Merlin Entertainments said:

“Merlin Entertainments continues to grow in North America with more than 30 attractions and is already pushing boundaries with the Lego Factory Adventure before Legoland New York even opens. Imagine traveling through a Lego Factory and suddenly seeing yourself as a Lego Minifigure! With vision in hand, we looked to two of the world’s leading developers, Holovis and ETF Ride Systems, to create this first of its kind dark ride experience. I can’t wait to see the looks on our guests’ faces when they experience it,”

Peter Cliff, creative director at Holovis, a leading experience designer, shared his enthusiasm for the new technology:

“At Holovis, we pride ourselves on the ability to own the entire technical experience, so the delivery of the Lego Factory Adventure is the perfect project for our turnkey, in-house capability, Working alongside Merlin Entertainments, we have created the ultimate in on-ride guest personalisation and the ETF trackless motion vehicle integrates perfectly with the non-linear ride experience. The Lego Minifigure transformation is the textbook use for our HoloTrac technology, and since it’s completely invisible to the guest, the experience feels like real magic when the moment occurs,”.

Lego Factory Adventure vehicles have been created by ride manufacturer, ETF Ride Systems. As guests spin in their vehicles, they will face a screen, where they will watch their vehicle turn into Lego as they transform into a Lego Minifigure.

Ruud Koppens, CEO of ETF Ride Systems, said:

“The vehicle we created for the Lego Factory Adventure is meant to make guests feel as if they are a part of the automatic robot machinery that you would see in a Lego factory. We’ve never done this kind of ride before that is based on reality versus fantasy and we are very excited to work with Holovis and Merlin Entertainments to make this happen!”