LEGO is set to launch its newest theme park in New York state in 2019 and it’s set to be a corker. The plans have just been unveiled and it looks epic.

The bit I’m most interested in is how the rides, shows and attractions are going to be made completely interactive, or if they are. What do I mean by this?

Well, currently I think LEGO is at the top of its game with the way it connects the online and offline worlds through apps. It’s recognised that today’s kids want more than “just” the literal building bricks and figurines, but that they still value the time spent playing in real life with siblings or friends. So it’s addressed this cleverly by creating LEGO Life, a community that brings friends together and gives players inspiration.

None of this is new news, I know, so to go back to my earlier point, what I’m keen to see with the newest addition to the theme park line up is how LEGO is going to blend the online with the offline to create phygital experiences for its guests, the way it does now with its toys. It’s an area that’s so ripe for growth, and I believe LEGO is perfectly positioned to take advantage of this in the way only LEGO knows how. I’d love to walk into the theme park (yes, as a 31-year-old-woman) and be able to interact with the attractions and rides using my phone to make the experience even better, so with the rapidly growing use of tech among kids, tweens and teens, I can only imagine how exciting it is for them.

We’ve talked about the trend for phygital many times before here at Hotwire, and there’s a large amount of crossover between this trend and our most recent investigation into Generation Alpha – children that are born post-2010. Last year we launched a report looking to understand Generation Alpha, and this year, it’s all about the Parents of Generation Alpha. We’ll be unveiling the findings from our latest report – a study into what 8,000 parents across the globe think of their children’s current use of technology, on September 25th, and we’d love for you to join us.

We’ll explore the common trends affecting children aged 4+ when it comes to technology in the home, what parents think will be the impact of these trends in the future and what this means for brands in terms of how to communicate with families. To sign up, click here. We’ll see you there.