Merlin Entertainments partnered with Hallmark Channel to make Hallmark the presenting sponsor of LEGOLAND Resorts & Discovery Centers' Holiday event, refered to as "Christmas Bricktacular." The promotion saw LEGOLAND receive media trade and digital support from Hallmark over the course of the 2018 holiday season. Its status as a presenting sponsor also ensured Hallmark in-attraction activation at the Florida location as well as recognition in every official mention of the event. This partnership spanned November and December of 2018.