The firm is promoting its portfolio of brands across Pearl & Dean and Vue venues. There wll be 30” spots tailored to individual films before trailers commence at every children’s film in the scheduled 12-month period.

From now until February 2009, the Lego brand will be seen at over 260 cinemas nationwide with an admission rate of 23 million people. The trailers will feature key brands including Bionicle, Star Wars, Indiana Jones, City and new property, Agents.

The deal extends to integrated online and in-foyer TV including airing of Lego adverts in foyer, in foyer standees and leaflets, in foyer events over key weekends and internet presence on both VUE and Pearl & Dean websites. Lego will also be sponsoring the VUE Kids Saturday Morning Club.

"This is a major coup for us to market outside the traditional media route", said Kirstin Bates, senior brand manager, Lego UK.

"Given that the number one film for the past decade has been a family one, cinema is playing an increasingly significant role in our consumers’ lives. Statistics show that 93% of cinemagoers are aged between 7 and 14, and 89% of housewives take their children to the cinema, which gives us a captive audience as well as the perfect dual viewing occasion.

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"We are constantly striving to deliver innovation in our marketing strategies by way of engaging our core audience and broadening our reach to new consumers. The partnership realises this and is the ideal showcase for families to become immersed in all of our key ranges in a fun and cool environment."