A host of outdoor campaigns will get LEGO Star Wars and Chima sets in front of children this summer and beyond.
Publish date:

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.

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.




January 2011 sees the launch of a brand new theme, Lego Ninjago, within the Lego Portfolio. It offers children aged six and over an entirely new experience that bridges physical action play, Lego product building and interactive online experience, with a ninja theme.

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.