LEGO Group has confirmed that polar explorer Ben Saunders is the new ambassador for LEGO City Arctic.
Saunders (pictured) will be the face of the LEGO City Arctic engagement campaign following his successful expedition retracing Captain Scott’s ill-fated Terra Nova route in February.
He will help to bring the latest sub-theme to life through an integrated 360 degree campaign, which will involve LEGO, National Geographic Kids and other partners such as Cartoon Network.
The Arctic sub-theme will take City to the polar regions of the globe, where participants will engage with the natural wildlife, research the landscape and hunt for ice crystals.
The new range encourages children to explore natural environments, as well as promoting personal growth and development through play.
A key part of the campaign will be a Young Explorers initiative in partnership with National Geographic Kids. It will feature an exclusive competition on LEGO.com, where children under the age of 16 can design a new piece of Arctic equipment that would help them explore the polar regions.
The campaign will kick off on May 22nd with a PR launch at National Geographic’s flagship London store. Following this, there will be a 30-second ad on Cartoon Network, Cartoon Network 2 and Boomerang channels.
Saunders will be responsible for judging and selecting the winner and runners up of the Young Explorers competition. He will also provide useful tips for children on how to become an explorer in a video hosted on the competition hubs and across social media.
Saunders will also be participating in a LEGO sponsored research drive with 2sharedmedia to discover whether or not career decisions are influenced by playtime toy choices.
"This is the most exciting collaborative marketing intiiative I have been lucky enough to be involved in, bringing the multitude of LEGO media channels together with first class kids’ partners, to offer a fun, immersive experience across all touch points," said Harry Harrison, brand manager for LEGO City. "I am also extremely honoured to have such an admirable ambassador on board to head it all up – I think Ben will be a real inspiration for both children and their parents alike."
Saunders added: "I am honoured and excited to be named as the LEGO City Arctic ambassador for 2014. LEGO has played a huge part in my childhood and encouraged my own self exploration into other worlds, both real and imaginative.
"I am over the moon in being asked to take part in this campaign."