LEGOLAND Unveils $90M Galacticoaster With Kid-Led Launch Campaign

LEGOLAND is opening its biggest ride investment to date, with a campaign that puts a child in charge of saving the planet.

Galacticoaster, a new high-tech indoor roller coaster, opens at its Florida Resort on February 27 and at the California Resort on March 6.

To mark the launch, creative agency adam&eve\TBWA created "Calling All Heroes," a campaign framed as a recruitment drive for LEGOLAND space heroes.

It includes a 60-second hero film directed by Gary Freedman through MJZ, with media planning and buying handled by OMD.

The brief is rooted in the ride itself, which lets guests design their own spacecraft using LEGO elements before riding the vehicle they built.

The campaign highlights that customization features are the core of the attraction, intertwining the product experience and brand story.

A Child Leads the Mission

The 60-second hero film opens inside a fictional Mission Control.

Lead space engineer Tex Hardstone and his team are out of options as an asteroid heads toward LEGOLAND Florida.

The solution arrives in the form of eight-year-old Jenny, who dials in and takes charge of the mission.

As she outlines her spacecraft vision, the engineers scramble to keep up, working through LEGO dials, reference books, and gadgets to bring her plan to life.

Casting a child as the lead problem-solver reflects the ride's design logic that the guest, not the park, determines what the spacecraft looks like.

The film will run through the end of March in 60-, 30-, and 15-second formats, with additional brand activations planned across the year.

The Ride Mechanics Behind the Creative

Guests can select their spacecraft configuration from over 625 combinations before boarding, then see a version of themselves riding the vehicle they designed as part of the experience.

The ride's "Asteroid of Probable Destruction" storyline runs directly through the campaign, meaning the ad and the attraction share the same narrative.

This continuity gives the creative an unusual amount of specificity, showing how the film is selling a particular mission with the same mechanic at its center.

The "Calling All Heroes" approach offers a few angles worth noting for brands marketing to families:

• Build the concept around the product. When the feature drives the idea, the message stays clear.
• Challenge expected roles. Recasting familiar dynamics can refresh how families see themselves in the story.
• Scale media to match ambition. Broad distribution signals the weight of a major launch.

Running the campaign narrative through the ride itself means every visitor who boards Galacticoaster is completing the story the ad started.

Our Take: Does the Kid-Led Creative Hold Up?

I think casting Jenny as the mission lead is the smartest decision in this campaign.

It avoids the usual family advertising trap of showing parents as the capable ones while kids watch from the back seat.

For adam&eve\TBWA, it's a strong first major campaign with Merlin and a clear demonstration of successful product branding around a unique feature.

In other news, Starbucks has extended its MrBeast Beast Games partnership with two new drinks tied to the season finale and spring menu.

Theme parks and entertainment brands launching major attractions need agencies that understand how to connect ride mechanics to campaign storytelling.

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