LEGOLAND Japan launches intriguing new Christmas campaign

LEGOLAND Japan has unveiled details of its new ‘Go to LEGOLAND’ campaign.

The seasonal campaign, with its commanding slogan, will run from November 26 to January 11, 2021. Central to the offer are new LEGOLAND dollars. This special currency can be used to purchase items in the theme park shops.

These unique dollars will be distributed with sales of children’s park tickets and LEGOLAND annual passes. A one-day child ticket will net you 500 free LEGOLAND dollars, whilst a new or upgraded annual pass will get you between 100 and 1,500, depending on the type of pass.

The exchange rate of LEGOLAND dollar to Japanese yen has been set at 1:1.


Visitors to the park’s Big Shop may be tempted to cash in their LEGOLAND dollars on a new ‘Christmas lucky bag’, which is being offered during the promotion’s run. These mystery goody bags come in two sizes and will be filled with an unknown assortment of ‘LEGO sets and LEGOLAND original products.’

From the look of the promotional image this offer will be worth it for the bag alone. The exclusive bag is a sturdy shopping-style carrier featuring a cheerful assortment of characters from the Collectible Minifigures range.

One final incentive to visit the park over the festive period will be the promise of a free LEGO luggage tag with every retail transaction over 5,000 yen.

If this experimental Christmas campaign proves successful then perhaps we will see LEGOLAND dollars cropping up in parks around the world. Next year will already be a big year for the LEGOLAND brand with a new theme park set to open in New York.

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