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"Built for Kids" campaign lets the little ones know who's really in charge

There are a lot of resorts in Florida, but Legoland is trying to stand out by making it clear who’s really in charge at its hotel: the kids. The latest spot from agency VML follows 7¾-year-old CEO Tommy Parker as he tours his hotel, critiquing the "color ratio" in a pile of Lego bricks, motivating a cast of characters with a rousing speech and reflecting on the secret to his success. ("hard work and juice boxes.") The spot, which debuted on TV this past weekend, is just part of the Built for Kids campaign, which also includes the introduction of Legoland Dollars and the Legoland Times, a daily kid-oriented newspaper delivered to every room at the hotel.