lego david attenborough is driving an unusual promotion at LEGOLAND Discovery Centres across the UK: anyone aged 100 or over gets free entry this weekend. The offer runs on 8-10 May, turning Sir David Attenborough’s 100th birthday into a three-day giveaway for centenarians.
4 to 99 on the box
LEGO packaging famously says the bricks are for people aged 4 to 99 years old, and Merlin Entertainments leaned straight into that line with a birthday tribute built around Attenborough’s milestone. “Our packaging may say LEGO is for those aged 4 to 99 years old but we’re saying otherwise at our LEGOLAND Discovery Centres,” the company said.
“We always warmly welcome guests aged 100 and over, and for this weekend only we’re delighted to invite them to enjoy the offer free of charge.” That is the whole hook: a branded attraction using a one-off age threshold to mark a centenarian whose name has been attached to the promotion from the start.
Birmingham and Manchester
Centenarians who want the free visit have to bring evidence of age on entry, with a passport, driving licence or birth certificate all accepted. They also have to attend with someone below the age of 18 years old, which keeps the offer tightly limited even before the date window closes on Sunday.
Birmingham’s centre includes the Kingdom Quest ride, while Manchester is home to the LEGO Ninjago City Adventure play area. Both locations also include MINILAND and LEGO 4D Cinemas, and Merlin said, “We hope to see lots of 100-year-olds this weekend finding their playful side and getting creative building their own designs out of bricks, as well as enjoying our MINILAND® and LEGO 4D Cinemas.”
Attenborough at 100
Sir David Attenborough turned 100 today, giving the promotion a neat commercial edge: a birthday tribute that is easy to explain, easy to time, and impossible to miss for the tiny pool of people it targets. For everyone else, the number on the box still rules; for anyone aged 100 or over, this weekend is the exception.
