Smyths Toys celebrates LEGO Movie 2 launch with nationwide takeover campaign

Smyths Toys Superstores has launched an extensive campaign in support of the LEGO Movie 2 spanning digital events and a LEGO takeover of its flagship London store.

The toy retail giant joined the celebrations of the launch of the sequel to 2014’s blockbuster movie with a building takeover featuring both Emmet and Lucy from the film and a LEGO transformation of the front of its Staples Corner Retail Park store.

On top of this, Smyths Toys has an exclusive TVC for its LEGO campaign called Where LEGO Lives. The TVC has been featured on Smyths’ YouTube channel, as well as across its social media. Views of the video have already reached 1.7 million within the space of a week and, according to the retailer, is still growing.

Smyths Toys’ joint head of marketing, Sinead Byrne, said: “We are delighted to partner with LEGO for the awesome LEGO Movie 2 launch and to showcase the range of LEGO available for kids instore.

“From our exclusive TV campaign, building takeover and our national event which allowed kids to make and take some of their favourite characters from the movie and experience the magic of LEGO at a Smyths toys Superstore.”

Marius Lang, head of marketing UK and Ireland at The LEGO Group, added: “The LEGO Movie 2: The Second part brings to life a range of exciting LEGO sets and play experiences for both kids and parents, showing that it’s awesome when you play together.

“Smyths Toys superstores have been the perfect partner to bring the playfulness of The LEGO Movie 2 to life in this display, and we are so happy that families got a chance to enjoy this exciting, playful building takeover, as well as the awesome event that took place last weekend.”

On Saturday, February 16th, Smyths Toys hosted its own LEGO Movie 2 event across all stores in the UK and Ireland to celebrate the release of the new film. 

About Robert Hutchins

Robert Hutchins is the editor of 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, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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