Shine will promote Legoland's new Land of the Vikings attraction in March. It will also aim to win column inches through a World Record attempt, to be held at LegoLand in May.
LegoLand Windsor PR manager Alison Bledge said Shine would focus on ‘our key messages of active participation, self-expression, stimulating imagination and learning through play.'
3 Monkeys, Siren PR and Clarion Communications also pitched. Shine is Legoland's first retained agency.
Merlin Entertainment Group also runs Madame Tussauds and the London Eye.