As part of the partnership, MSC Cruises is implementing a special program across its fleet in which children, as well as adults, will have the chance to compete in LEGO themed competitions and games on a designated day during a sailing. Children who participate in the LEGO Experience Day will receive an official LEGO Junior Master Builder diploma. In addition, all guests will have the chance to meet and greet Sailor Walkabout – the LEGO Sailor Mascot – who will be available during cruises for photos and entertainment.
The LEGO Group is also working to design completely new play areas on the MSC Armonia, the first ship in MSC Cruises’ Lirica class of ships undergoing the Renaissance Program.
Currently in dry dock, the newly enhanced MSC Armonia will re-enter service on Nov. 19, with an inaugural cruise departing from Genoa, Italy and stopping in France, Spain, and Gibraltar, before arriving at its final destination in Portugal. MSC Armonia’s dedicated offerings of LEGO play materials when she begins sailing again will include:
• LEGO DUPLO for children under three, including fun games and challenges;
• Classic LEGO bricks and Vertical Play Wall for 7-11 year olds; and
• “Building Happening” for 6-11 year olds – themed builds with limited bricks.
All the LEGO features will be available free of charge to guests, and will be replicated on the two new ships of the MSC fleet, scheduled to be delivered in 2017.
Guests who want to take the LEGO experience home with them will be able to visit the LEGO corner found in shops onboard. In addition, the companies are currently working to design a LEGO MSC Cruise Ship toy, which will be available on MSC Cruises’ fleet in the future.
MSC Cruises CEO Gianni Onorato said: “The LEGO Group and MSC Cruises are both family businesses – built on strong values – that are recognized worldwide, so our two companies are a great match. The LEGO Group bricks and toys are close to the hearts of millions of people who grew up playing with them, and with this partnership we hope to give our younger guests some magical memories that they’ll treasure forever. We’re proud to be able to make The LEGO Group a contributor to the MSC Cruises’ concept, and I know our younger guests are going to love this exciting new addition.”
MSC Cruises’ partnership with LEGO comes as the line seeks to optimize the overall onboard experience for guests and families by partnering with top global brands that are emblems of excellence in their fields. While MSC Cruises’ has long made the LEGO toys available on all 12 ships in its’ fleet, this partnership enhances the offering, bringing MSC guests more dedicated products and areas for younger travelers.
Other enhancements for families being made to MSC’s fleet include: ships undergoing the Renaissance Program will feature separate clubs and facilities for five age groups – specifically Baby (under 3s); Mini (3-6); Junior (7-11); Young (12-14) and Teen (15-17); a new partnership with Chicco, announced in July 2014, which will provide families with childcare equipment, a dedicated family guide and custom built children areas on select MSC ships.