LEGO will launch its Legends of Chima Challenge roadshow at the Chessington World of Adventures Resort.
The outdoor activity based on LEGO's new boys' property Chima, will launch on Monday, April 1st for two weeks at the theme park in Surrey, before heading to other locations across the UK. These include major shopping centres and LEGOLAND Windsor.
The activity will run for seven months until October 2013.
The roadshow will highlight the new Speedorz sets – a social game "consisting of fun, fast and furious challenges that can be played singly or with friends".
Players use a rip cord device to race their Speedorz, and during the tour children will be invited to take the Speedorz challenge, where they can race with Chima characters.
A grand finale will take place when the road show closes in Chessington. Costume characters Laval (the lion) and Cragger (the crocodile) will also be present.
"The partnership with Chessington offers us the perfect location to kick off the roadshow in an engaging environment with an animal backdrop that is synonymous with the Chima brand," said LEGO UK Senior Brand Manager, Sally-Anne Weekes.
"Chessington’s new Zufari: Ride into Africa experience showcases species native to Africa – just as many of the Chima animal tribes.
"Animals are a universally popular theme and something that we haven’t had in the LEGO portfolio for several years. Legends of Chima fills this gap and where better to showcase it than with the tribes’ real-life counterparts?"
LEGO Legends of Chima launched on December 26th, 2012, and is currently performing as the number two toy property within the UK market (NPD Epos Value YTD January 2013).
The multi-play brand is one of LEGO's biggest ever launches, says the company.
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