CAMPAIGN OF THE MONTH: LEGO

A host of outdoor campaigns will get LEGO Star Wars and Chima sets in front of children this summer and beyond.
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Iconic construction toy brand LEGO has not one but two massive outdoor marketing campaigns underway across the UK.

The first Yoda Chronicles experiential tour took place during the Easter period, at Bluewater Shopping Centre in Kent, Westfield’s Shepherd’s Bush, The Trafford Centre in Manchester and more.

A TV screening area showcased some of the latest LEGO Star Wars mini movies, while visitors helped build a four foot LEGO model of Yoda.

The tour also included a green screen, allowing children to wield a lightsaber and battle General Grievous made out of LEGO. They could also meet a life size LEGO Darth Vader and Storm Trooper.

Meanwhile, LEGO's fresh Legends of Chima IP partnered with the Chessington World of Adventures resort to launch a seven-month roadshow.

A special event was held on Monday, April 1st, for parents, children and the media.

The Chima Challenge Roadshow ran for two weeks in April. It is heading to shopping centres and LEGOLAND Windsor during the school holidays and half-term breaks until October 2013.

The events – including costume characters – highlight the new Speedorz sets.

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