Lego City links with Daybreak

Firm launches competition to coincide with two anniversaries in the space calendar.
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The timing of the promotion ties in with the anniversaries The Apollo 13 landing and the 50th anniversary of man's first journey into space.

Lego is marking the occasions by teaming up with Daybreak to offer its @800,000 viewership a variety of prizes.

One winner will receive a package of Lego City Space products, including the Space Centre, Space Shuttle, Satellite Launch Pad and Space Moon Buggy.

The winner and their family will also fly to Florida and visit the Kennedy Space Centre and Space Center Houston. The visit will include a Family Astronaut Training Experience and lunch with an astronaut.

The Lego City Daybreak competition kicks off a PR campaign to launch Lego Space. Running alongside the activity, a series of themed online virals incorporating Lego City mini figures and sets has been created to celebrate key events in space history.

The five animated mini-clips will be adopted for Lego global brand initiatives and were designed by Toyology Media who have been working with Norton & Co on the campaign.

Laura Di Bonaventura, senior brand manager at Lego UK, commented: “Lego City continues to be a huge success story for us. However we constantly strive to keep the brand fresh and current with the demands of today’s increasingly competitive market.

"Evolving partnerships with a range of media is the perfect way to communicate product diversity and innovation in the range while retaining the core Lego brand message.”

Peter Jenkinson, founder and CEO of Toyology said: "The team at Lego are consistently open to looking at alternative and innovative ways to communicate a brand message and we are delighted to have been part of what has been a labour of love for the entire Toyology team.”

The virals can be viewed at:


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