Lego’s evergreen City brand is under the spotlight in 2011 and the latest activity sees the firm link up with the National Space Centre and National Geographic Kids for a Build the Change event.
The latest initiative will encourage children to build a space centre from Lego, while visiting the National Space Centre in Leicester.
The event launches on July 16th and closes on September 4th with presentations and appearances by renowned scientist; Professor Heinz Wolff.
Children who aren’t able to visit the National Space Centre can still enter the competition via the National Geographic Kids website and independent toy shops.
Winners will receive a package of Lego City Space products including the Space Centre, Shuttle, Satellite Launch Pad and Moon Buggy. Ten winners will also have their Lego Space creation commemorated as a picture on the front cover of National Geographic Kids magazine.
Laura Di Bonaventura, senior brand manager, Lego UK, commented: “Tying up with the National Space Centre will be the culmination in what has been a highly exposed and successful campaign for us.
“The City brand has experienced six years of continual growth and this year’s space theme has given us the opportunity to demonstrate ways in which we can keep the brand inventive, innovative and creative in an increasingly competitive market.
“Our relationship with the National Space Centre will allow us to communicate the core CITY Space theme messages while bringing an educational perspective to the building experience and inspire families and children to spend time creating LEGO models together.”
Malika Andress, head of marketing, National Space centre, added: “The National Space Centre is very excited to be working with Lego City.
"Together we have created a long term programme that will entertain, educate and enthuse our visitors in a setting that is the perfect backdrop to the Space range.”
The partnership follows on from the Daybreak competition and themed online virals which aired last month.