From July 31 to September 16, one of the eight boats in the Batobus fleet will proudly display LEGO’s colorful branding, inviting both Parisians and tourists to cruise along the Seine in a fully immersive brick-inspired experience.
Organized alongside the Paris 2024 Olympic and Paralympic Games, this activation transforms one Batobus vessel into a floating LEGO universe. Passengers are invited to discover the French capital and its iconic landmarks aboard a boat decorated in true LEGO style.
An invitation to discovery and Imagination
LEGO and Batobus have designed a playful onboard experience combining tourism and creativity.
Before boarding, each passenger receives a LEGO passport, which can be stamped at LEGO stores throughout the city. Visitors will also receive a commemorative postcard as a keepsake of this unique adventure.
On board, guests are welcomed by a life-sized LEGO minifigure acting as the cruise captain. Exceptional brick creations are displayed throughout the vessel, including:
- A detailed LEGO brick replica of the Batobus itself
- A reimagined Eiffel Tower
- Multiple Paris-themed LEGO tributes
An introduction to Braille using LEGO Braille Bricks is also offered, allowing visitors to explore inclusive learning through play. A large-scale contest gives passengers the chance to win exclusive prizes.
At select stops, impressive LEGO constructions are on display:
- A 3.30-meter-tall Eiffel Tower at the Eiffel Tower stop
- A 2.80-meter-tall floral bouquet at Jardin des Plantes
Exclusive content related to the activation is shared across LEGO France’s social media channels, while five LEGO stores across Greater Paris (Forum des Halles, SO Ouest, Créteil, Rosny, and Cergy) extend the campaign in-store starting July 12.
How to board the LEGO Batobus
Access to the LEGO boat is included with a standard Batobus pass. Tickets can be booked online or purchased directly at stations.
The Batobus route includes stops at:
- Eiffel Tower (Port de la Bourdonnais)
- Les Invalides
- Musée d’Orsay
- Saint-Germain-des-Prés
- Notre-Dame
- Jardin des Plantes
- Hôtel de Ville
- Louvre
- Concorde
The full cruise lasts approximately 1 hour and 42 minutes, with stops ranging from 7 to 15 minutes.
Pricing
- 1-day pass: €23 (adults), €13 (children 3–11), free for infants
- 2 consecutive days: €27 (adults), €17 (children), free for infants
- Annual pass: €73 (adults), €48 (children), free for infants
Certain public transport cards may qualify for discounts (excluding the annual pass).
LEGO at Paris Plages
The Batobus activation is part of a broader LEGO presence during Paris Plages, the city’s annual summer festival that transforms the Seine riverbanks into family-friendly leisure zones.
From August 6 to September 8, visitors can admire two monumental LEGO builds at Parc Rives de Seine:
- A towering Eiffel Tower over 3 meters high
- A brick-built replica of Notre-Dame Cathedral
LEGO at the Denmark Pavilion
LEGO is also partnering with VisitDenmark to celebrate Danish culture during the Olympics.
From July 26 to August 11, the Denmark Pavilion on the Champs-Élysées will welcome international visitors at the Maison du Danemark. Highlights include:
- A 3.5 m x 2.5 m floral wall made of over 2,000 LEGO flowers
- Interactive building workshops
- Braille Brick discovery sessions
- A 1.5-meter decorative LEGO model
A Brand experience beyond toys
With this large-scale activation across the Seine, Paris Plages, retail stores, and the Denmark Pavilion, LEGO demonstrates its ability to transform urban spaces into immersive brand playgrounds.
More than a toy manufacturer, LEGO positions itself as a creative cultural partner—connecting imagination, tourism, inclusivity, and celebration during one of the world’s most anticipated sporting events.
