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The first Lego-themed playrooms at sea are being created as part of a new partnership with MSC Cruises.
The play areas will feature on MSC Armonia, which is being lengthened and refitted as part of a £160 million ship refurbishment scheme.
Other larger Lego play areas will be included as part of two vessels being built for the Italian line due for delivery in 2017.
The move heralds enhancements to the MSC Cruises’ kids’ clubs, which will see separate clubs and facilities created for five age groups – Baby (under 3s); Mini (3-6 years); Junior (7-11 years); Young (12-14 years) and Teen (15-17 years).
The three ships featured in the Lego tie-in will have two clubs – the Mini Club and Junior Club – fitted out in the building brick style.
The agreement follows a recent deal with Italian childcare experts Chicco.
MSC Armonia returns to service on November 19 with an inaugural cruise from Genoa in Italy to the Canary Islands.
The ship will then operate two alternating seven-night itineraries this winter from Las Palmas on Gran Canaria to destinations including Madeira and Morocco.
The new Lego Experience on board will include:
- DUPLO Play Pen: Supervised play for children under five, including educational games and challenges
- Classic Lego bricks for free time play (children aged five-11)
- Lego Vertical Play Wall: A fun game that pits two teams against each other to complete the building of a figure on each side of the wall (children aged 7-11)
- Building Happening: a contest for two teams to create the most impressive construction (children aged 6-11)
- Lego Tech Experience: free play with Lego-branded games on X-Box, Wii and PlayStation (children aged 7-11)
Children participating in Lego activities on board will all receive a diploma certifying them as official Junior Lego Master Builders.
Families will also have the chance to meet Lego mascot Sailor Walkabout during on board parades and events.
MSC Cruises’ chief executive, Gianni Onorato, said: “The Lego Group and MSC Cruises are both family businesses recognised the world over, so our two companies are a great match.
“Lego 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 cruise concept, and I know our younger guests are going to love this exciting new addition.”