Starwood Hotels & Resorts is aiming to lure more families to its upscale Le Méridien brand following a partnership with Lego.
The arrangement will see the Lego Group provide a free welcome gift to all children (12 years and under) checking in any Le Meridien hotel or resort worldwide.
“Travel broadens a child’s perspective of the world, expanding inherently curious and creative-minds,” said Brian Povinelli, senior vice president & global brand leader for Le Meridien and Westin. “Our exclusive partnership with the Lego Group encourages families to unlock their destination through imaginative free play, strengthening bonds and creating memories that are sure to last, and the Lego amenity sets the tone for this upon arrival at our hotels.”
The Lego tie-up forms part of the new brand-wide ‘Le Méridien Family’ programme, which will debut this autumn. The company said this initiative will focus on “illuminating, immersive and inventive experiences for the entire family”.
“We are pleased to partner with this global hotel brand to offer their exclusive welcome amenity for families, enabling more children across the world to get a hands-on Lego building experience,” said Soren Borup, Lego’s senior product manager for merchandise & promotions.
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