LEGO launches new brand, LEGO Juniors

The new range has been designed to target young builders between the ages of four and seven years old.
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LEGO has launched a new brand property designed to bridge the gap between Duplo and LEGO, called LEGO Juniors.

The new range has been designed to target young builders between the ages of four and seven years old.

The new model uses LEGO bricks alongside larger elements and numbered pre-packed bags allowing kids to keep track of and find their bricks when building.

There are 13 new sets in the LEGO Junior collection, each drawing on every day scenes with models including diggers, police stations and a pony farm, as well as imaginary ones such as superheroes and princesses.

“The easy to follow, colourful instructions will not only help children build the different model elements, they also provide inspiration for play scenarios that parents and children can develop together,” read a statement from LEGO.

“With LEGO Juniors, younger children will discover how easy it is to build alone with LEGO bricks, and in the process, parents will teach them succeeding is fun, spurring them on to build their self-confidence and helping them to feel independent.”

New sets in the range will include Police The Big Escape, retailing at £24.99, Pony farm at £24.99, The Princess Play Castle at £14.99 and Race Car Rally at £24.99.

The imaginary themes will include sets such as Batman Defend the Batcave, retailing at £29.99 and Spiderman: Spider-Car Pursuit, at £11.99.

Meanwhile, the Juniors Construction set will sell for £14.99 and the Digger for £9.99.

Genelle Holton, brand manager for LEGO Juniors, said: “LEGO Juniors is designed to provide the perfect introduction to building for younger children, with easy to build models which enable them to build independently and offer a positive first build experience.

“As well as cool themes which will appeal to kids, parents will enjoy seeing he pride and joy of successful building in their child’s face.” 

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