Lego and Pearl & Dean keep on building

Lego UK has extended its affiliation with Pearl & Dean and Vue cinemas.
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In a deal conceived and negotiated by Carat Sponsorship, the partnership is set to promote Lego brands throughout 2009, building on the success of 2008’s deal.

The agreement includes a strong in-foyer presence and online activity, but each film is preceded by one of a series of on-screen commercials, themed to fit the tone of the film.

Each creative includes a tailored ‘Enjoy the movie’ message from Lego’s cinema manager, Chuck, showcasing 2009’s key ranges, such as Lego City and the new Bionicle assortment.

In addition, Lego remains the sole sponsor of Kids AM, screenings at Vue sites on weekend and holiday mornings, showing family films for a discounted cost. Lego will continue to have up to four minutes of solus reel activity before each film.

Kids AM cinema admissions have increased by 80 per cent year-on-year since the Carat Sponsorship deal began.

The renewed partnership comes at a time when cinema admissions continue to buck the economic downturn with figures for 2009 so far at a five-year high.

Fiona Wright of Lego said: "The combined sponsorship of the Vue Kids AM screenings and major family films, together with the supporting foyer activity, gives Lego a unique opportunity to communicate with both parents and children in an effective and highly visual manner during their cinema visit.

“We‘re delighted to work with Vue and Pearl & Dean on this initiative which provides the ideal platform to promote our new products to a highly targeted and receptive audience.”

Krane Jeffery, associate director of Carat Sponsorship said:

“We’re delighted to be continuing Lego’s association with cinema through a well-established campaign whose onscreen, in-foyer and online touch-points ensure multiple leisure-time opportunities for kids and their parents to interact with Lego’s unique range of well-loved products.”

Pearl & Dean associate director, Tim Butler, added:

“Over the past year this unique partnership has provided Lego with a fantastic cross-platform approach to engage with its key demographic audiences, and also allowed Vue to extend and bring the cinema experience to life for its customers, Pearl and Dean and Lego is a perfect brand fit.”


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