If you've been quietly dreading the "Mam, I'm bored" era that kicks in around day four of the summer holidays, Irish Ferries may have just handed you the best get-out-of-jail card of the season.
The ferry company has launched a brand-new LEGO® POP-UP shop onboard the James Joyce on the Dublin to Holyhead route — and it opened its doors today, 1 July. Think more than 200 LEGO® products, eye-catching displays, a soft play area and the kind of wide-eyed child excitement that makes a day out feel genuinely worth the effort.
A day trip that actually does something different
Irish Ferries has put together special day-return fares to go with the new shop, and they're available exclusively through the new Irish Ferries mobile app. A Car + one adult day return from Dublin starts from €249, with kids travelling free Tuesday to Thursday. The fares are available for travel up to 22 July, so there's a decent summer window to plan around.
For a family that hasn't quite committed to a full holiday abroad, or one that just wants a proper day out without the usual screen-slump at home, a sailing on the James Joyce covers a lot of ground. There's the LEGO® shop itself, obviously, but the ship also has restaurants, cafés, duty-free shopping, a children's play area and a Club Class lounge. It's not nothing.
Irish Ferries' Consumer Marketing & Sales Director, Nora Costello, said: "With summer holidays, many of our passengers are looking for ideas for a great day out. Our new day-return fares for passengers combine a James Joyce sailing, a trip to the LEGO® POPUP shop and the opportunity to visit Wales. As days go, it really doesn't get any better than that."
What's actually in the shop
The range onboard is seriously impressive for what is, technically, a shop at sea. Popular LEGO® lines include Speed Champions, Technic, Botanicals, Disney Friends, Duplo, Star Wars and World Cup 2026, with savings of up to €84 available across the range. The pop-up is designed to be more than a quick browse — there are hands-on displays and a soft play zone to keep smaller ones occupied while the older kids (and, let's be honest, the adults) take their time working through the shelves.
Theo Ducey, age 6, onboard Irish Ferries' James Joyce with LEGO friends. Photo: Jason Clarke
Nora Costello added: "The launch of our LEGO® POPUP shop on the James Joyce is a fantastic addition to all the facilities available on board, giving children and LEGO® fans of all ages the opportunity to explore the world of LEGO® in an unexpected setting."
The app offer worth knowing about
If you download the new Irish Ferries app (available on iOS and Android), you can also get €10 off when you spend €50 on LEGO® products onboard — the offer runs until 2 August. The exclusive day-return motorist fare is also only bookable through the app, so it's worth grabbing before you travel.
Young passenger meets LEGO Batman and a LEGO City cop on board the James Joyce.
For more information or to book, visit IrishFerries.com. T&Cs apply to all app offers.
