Fogle has been confirmed as the official figurehead for the new Lego City campaign in 2012 – The Great Forest Escape. The presenter and adventurer is a self-confessed adult fan of Lego and a parent himself, making him ideal for the campaign.
Lego City’s latest sub-theme - the Forest Police - will be bought to life through an integrated social media campaign, headed by Fogle. The Forest Police sub-theme takes the City storyline to a new adventure as the police chase the villains from the City into the Forest.
The online application on Facebook invites parents and children to display their Forest Police inspired Lego builds and artwork online at: http://www.facebook.com/LEGOGROUP from Monday 30th April 2012.
The Facebook application will be a key vehicle in the campaign by inviting social media savvy parents who want to support their children through creative play to produce a Lego masterpiece.
Parents then get the chance to share their children’s achievements online by uploading images of their creations onto the Facebook page. All entrants will then be in with a chance of winning a daily prize of Forest Police goodies, with the grand prize being a money-can’t-buy weekend away for 15 families at the LegoLand Discovery Centre in Manchester with Ben Fogle.
Another key element of The Great Forest Escape campaign is a partnership with Cartoon Network whereby the firm will run an exclusive competition on air and online, searching for a child star to appear in the next City TV advert. To be in with a chance of winning, children are challenged to design their dream Lego vehicle.
The news marks a key milestone for Lego in the UK. Fogle commented: "Lego has always been on my dream wish list to work with and I’m immensely excited to be collaborating with such an iconic toy brand.
"The City Forest Police range is a fantastic real life Lego set which immerses children into the outdoor world and involves heroes we find in everyday life."
Laura Di Bonaventura, senior brand manager for Lego UK, added: 'This is the biggest campaign in history for the Lego City brand. We have created a complete 3600 experience for a child and their family to immerse themselves in the Lego City range and what it stands for.
"The new Forest Police range opens up a spectrum of new settings, allowing us to take the brand’s story line from its everyday classic setting to even more adventurous experiences in the forest.
"Ben Fogle is the perfect fit for The Great Forest Escape campaign and his popularity with mums and kids alike will make this a very exciting campaign. We are confident this will prove a great success and continue to drive the Lego City brand forward."
Families interested in entering the Facebook competition which will go live on Monday April 30th 2012, can do so by visiting: