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VML created The LEGOLAND Times, the official newspaper of LEGOLAND. Transforming the construct of a traditional paper into a paper made for kids, VML gave families an inside look at the day-to-day happenings at the resort. Stories were designed through the eyes of kids, with articles including things like a full-length feature about a pirate absconding with gold, an in-depth editorial from a knight with very strong opinions on Mac & Cheese, a hard-hitting expose of a rare dinosaur bone, horoscopes from a fortune teller, advertisements, and even classifieds. Articles leveraged characters and places in the resort to not only inspire kids’ imaginations and generate excitement, but also inform families for their visit.