K’Nex has teamed with the Scout Association to sponsor the Cub Scout Creative Challenge Badge.
The new partnership will see thousands of Cub Scouts taking part in K’Nex building challenges, with the aid of online resources, in order to earn their badges.
On successfully completing a selection of challenges – devised by the K’Nex team itself – Cubs will receive a badge featuring the K’Nex logo.
With around 150,000 Cub Scouts in the UK, the firm believes the partnership ‘offers many opportunities to showcase the possibilities of scale and movement delivered by the K’Nex building sets.’
Alison Hubbard, K’Nex UK head of marketing, said: “With so many children in our target market involved with the Cubs, the organisation is the perfect partner for us.
“The initiative enables us to provide exciting ways for them to discover the unique qualities of K’Nex.
“Our marketing programme challenges building fans to think about their next big build and this sponsorship will see us quite literally building bridges with our core audience.”
The toy company will also offer sampling, exclusive competitions and regional PR initiatives through the partnership.