Starting July 1, 2025, LEGOLAND Deutschland Resort in Günzburg will launch a strategic partnership with the retail group Müller. The centerpiece is the “Baby Service powered by Müller,” a modern haven for families with young children. Together, the partners will create added value for over two million annual visitors.
Family-Friendly Haven at LEGOLAND Deutschland Resort
Located in the vibrant IMAGINATION area next to the DUPLO Playground, the “Baby Service powered by Müller” serves as a central hub for families with toddlers. Parents can access comfortable changing stations, cozy seating and nursing areas, and a small kitchenette for preparing baby food. This modern facility offers a relaxing break during an exciting park visit, reinforcing the family-friendly ethos of LEGOLAND Deutschland Resort.
Extensive Range of Müller Quality Brands
Müller provides around 100 high-quality baby and toddler products within LEGOLAND Deutschland Resort. Brands such as Beauty Baby, Aveo, Lavozon, Sensident, Duchesse, Sarazen, and Blink are available in shops, at changing stations, and in the holiday village. The range includes diapers, wet wipes, child-friendly drinks, and baby food, tailored to the needs of young families. This presence marks a key step in Müller’s strategy to make its quality brands emotionally engaging in a unique theme park setting.
Strategic Partnership Built on Shared Values
The collaboration between LEGOLAND Deutschland Resort and Müller is rooted in shared values like family-friendliness, quality, and customer focus. Through targeted marketing efforts, both partners leverage synergies, with Müller gaining access to approximately two million visitors annually. The partnership builds on a long-standing cooperation, now intensified with new joint initiatives. Volker Quantz, Head of Müller Quality Brands, emphasizes: “Our quality brands are now tangible in a family-oriented experience world for the first time. Following our entry into licensing with well-known children’s brands last year, this partnership sets a strong milestone for advancing our private label strategy, focusing on product quality and emotional customer engagement.”
Exclusive Benefits for LEGOLAND Visitors
LEGOLAND Deutschland Resort collaborates with select partners to deliver exceptional experiences for families. Manuela Stone, Managing Director of the resort, states: “With Müller, we have a renowned European partner that offers an outstanding product range for our youngest guests. The Baby Service powered by Müller perfectly complements our vibrant theme park.” Müller joins the resort’s prestigious partner network, which includes Coca-Cola, Langnese, Hyundai Motor Deutschland, Nintendo, Seeberger, and Sparkassenverband Bayern.
