Ben Saunders becomes new face of LEGO City Arctic

Polar explorer is confirmed as new brand ambassador for the campaign.
Author:
Publish date:
Social count:
0

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."

Related

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.

Liberty

UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.