Lego joins Scouts with Technic deal - ToyNews

Lego joins Scouts with Technic deal

Lego has teamed up with The Scouts Association in a campaign designed to heighten awareness of its Technic range.
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The firm has offered 1,000 of its Lego Technic Off Road Truck sets to Scout groups, which participate in the organisation’s model making badge.

The building platform incorporates beams, gears, connecting and interlinking sections alongside the new Power Functions System elements: XL motors, infrared receivers and controllers.

“We have recently undertaken extensive qualitative research to really understand our Technic consumer’, said Lego Technic brand manager, Laura Di Bonaventura. “These 9-16 year olds share a love of science and technology and tend to be strategic thinkers, confident and creative. Functionality, challenging building and realistic models make up the Technic collection of motorised machines which allow young people to learn new skills while having fun.

“There’s a real synergy between the brand and that of the Scout’s aim which is to promote the development of young people in achieving their full potential by providing an enjoyable and attractive scheme of progressive activities.”

Simon Carter, assistant director for marketing and communications at the Scout Association said. “Teaming up with Lego on this project is a logical step for us. Completing the construction of a Technic model provides a real challenge for our members. It’s a challenge they respond to in a positive manner.

“Scouts putting together these models will develop their organising, planning and technical skills while having a great time, which is the type of activity-based learning that Scouting is all about”.

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