When it comes to theme parks, Legoland is one of the most popular destinations for families with children. Legoland is geared towards children between the ages of 4 and 12 who are the primary Legoland target market.
With rides, attractions, and displays based on everyone’s favorite building blocks, Legoland is the perfect place for children of all ages to let their imaginations run wild.
But what about the adults? Turns out, there is plenty for them to enjoy as well. And so Legoland is just as popular with adults who love lego and of course with parents of children in this age category.
Let’s now take a closer look at the different segments of the Legoland target market, and see what attracts them to this interesting theme park.
Who is the Legoland Target Market?
To best understand the Legoland target market we should try to understand why people go to Legoland instead of other theme parks. What is the need they are trying to satisfy? What is their motivation?
Once we understand this, we can segment this market into the following customer segments:
- Children between the ages of 4 and 12
- Parents of children
- Teenagers
- People (of all ages) who love Lego
- Families looking for a fun day out
Let’s now look closely at each of these segments of the Legoland target market.
#1. Children between the ages of 4 and 12
The primary target market for Legoland is children between the ages of 4 and 12. This is evident in the rides, attractions, and displays which are all based on lego.
Children in this age group love lego, and so a visit to Legoland is a dream come true for them. They can see their favorite lego characters brought to life and enjoy lego-themed rides and attractions.
#2. Parents of children
While the primary target market for Legoland is children, the parents of these children are also an important target market.
After all, it is usually the parents who take their children to Legoland (or any other theme park for that matter). And so Legoland needs to appeal to parents as well as children.
This is why Legoland offers a variety of rides and attractions for adults as well as children. This way, parents can enjoy themselves and even get on the same rides as their children.
#3. Teenagers
Teenagers are also an important target market for Legoland. While lego is usually associated with children, there are many teenagers who still love lego. Lego especially targets this market by bringing out complex lego toys and kits which are perfect for teenage lego enthusiasts.
And of course, teenagers can also enjoy the rides and attractions at Legoland. Many of them who may no longer play with lego will still have fond memories of lego and going to Legoland is a great way to relive those childhood memories.
#4. People (of all ages) who love Lego
You’ll be surprised how many adults still love lego. Some never stopped playing with it while others have rediscovered their love for lego as adults.
There are even lego clubs and lego events for adults. So it’s not just children who love lego, but people of all ages. And this is reflected in the Legoland target market.
Legoland has rides and attractions which are perfect for lego lovers of all ages. From Lego-themed rides to lego displays, there is something for all kinds of lego-lovers. In fact, it isn’t uncommon to see adults at Legoland without any children.
#5. Families looking for a fun day out
For families looking to do something together, going to a theme park is always an attractive idea.
Families looking for a fun day out are another important target market for Legoland. While small children are the primary market segment, there is also plenty for everyone in the family to enjoy.
This is why Legoland is such a popular destination for families. It is the perfect place to spend a day out together and create memories that will last a long time.
The reason families are considered a single segment of the Legoland target market (even though children, teenagers and adults are also considered separate segments) is because when an entire family decides to go to Legoland it is often a combined decision taking everyone’s opinion into account.
This is an important marketing consideration for many theme parks when they design their marketing strategies so that they can build communication messages that will appeal to the entire family.
Conclusion
Legoland is a theme park designed specifically for kids aged 4-12 but the Legoland target market also includes adults who love lego as well as parents and families looking for a fun day to spend with the kids.
It’s full of interactive rides, shows and attractions that let them explore, learn and play in a safe and controlled environment. The park is also designed to be highly accessible, with plenty of wheelchair-friendly rides and facilities.
All of this makes Legoland an ideal destination for families with young children. Here, they can enjoy quality time together while the kids are busy having the time of their lives. It’s no wonder that Legoland is so popular with families around the world.
