HERO PRODUCT: Lego City

The Lego City brand continues to grow in 2012, with the latest theme focusing on the Forest Police. The firm is planning a heavyweight marketing campaign, with a highlight being the Police Station.
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As the third biggest property in the UK toy market (NPD, Total market value, YTD, June 2011), Lego City is the quintessential Lego building experience, bringing everyday heroes and scenes to life.

In 2012, Lego City continues to grow, extending its play universe into the forest with the new Forest Police theme.

As the robbers take off into the woods to hide their loot, the new terrain calls for a new set of heroes – the Forest Police.

The key item in the range is the Forest Police Station, which includes five minifigures, two forest policemen, two robbers and a pilot. Highly detailed, the set includes a 4x4, helicopter and ATV, with the detailing going has far as the prison cells complete with beds, a removable safe and accessories including handcuffs, crowbar, binoculars, walkie talkies and gold nuggets.

Role-play – a key ingredient of the City ethos – centres around the set.

Children can take to the watchtower on the look out for robbers hiding the stolen goods, before it is all hands on deck to take chase and stop their escape.

The Police Station will benefit from TV and print advertising, while the full City Forest Police sub-theme will be supported by an extensive PR campaign targeting national, broadcast, online, children’s and parenting media.

In addition, a partnership with Legoland Discovery Centre will see a direct correlation between the Forest Police sets and the launch of a new Forest City ride during Easter 2012.

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