"Creative genius starts here" is the motto at The Building Room, where kids exercise their imaginations by building things. A row of houses is painted on the walls of the vast playroom, each with its own front yard stocked with building materials and blocks for kids to use however they see fit. Legos become castles for fairy folk, Tinker Toys are transformed into jungle gyms for superheroes, and Lincoln Logs are used to build B&Bs for supervillains.

In the center of the action lies the "neighborhood park," where kids can slide into a ball pit or construct a club house from enormous building blocks. Parents are invited to play along or watch from the sidelines while making use of wireless Internet access.