LEGO teams with National Geographic and volcano scientist Andres Ruzo

LEGO has partnered with the South American scientist and National Geographic explorer, Andres Ruzo for its latest LEGO City play-set.

Part of the toy firm’s new Volcano Explorers campaign, Ruzo will feature in the new sets that are being incorporated into school teaching plans as part of the initiative to encourage kids’ into scientific exploration.

The campaign will see its official launch on September 29th, when Ruzo will attend a media event at The Geological Society of London in Piccadilly.

Following this, the children’s magazine National Geographic Kids will be supporting the partnership with a special feature in its Forces of Nature issue, featuring volcano tips, reader question and answers and the chance to win the new LEGO City Volcano Explorers collection.

LEGO City is also working with the British Geological Survey in a public programme to include volcanology videos, a schools geology competition and inclusion at regional Dynamic Earth events as well as social media targeting.

“I loved playing with LEGO since I was a kid, so the chance to work with LEGO City Volcano Explorers is a boyhood dream come true,” said Ruzo.

“As a geothermal scientist heavily involved in science education, the announcement of a geology inspired LEGO theme was a thrilling surprise I was not expecting.

“I have been taking the sets into the field with me and the combination of LEGO and volcanoes presents endless possibilities for hands-on educational opportunities to show kids how amazing our home planet is.”

James Keen, brand manager for LEGO City UK, added: “We feel extremely honoured to be working with Andres on our new Volcano Explorers campaign.

“The range has been designed to engage children through play and imagination and we think that Andres’ involvement is a huge inspiration for both children and their parents.

“We have a long-standing relationship with National Geographic Kid Magazine and once again its enlightening interpretation of our exploration themes is contributing to the emphasis on the realistic elements that the City brand encapsulates.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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