Lego boosts City range through TRU

Lego has teamed up with Toys R Us to create a new initiative for its City range.
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The promotion allows fans to help choose a flagship product to be launched in 2010.

The Lego City Fans’ Choice programme offers consumers the opportunity to vote for their favourite new City concept from a choice of three different scenarios – City Square, Public Transportation Centre and Truck Stop.

The design with the most votes will go into worldwide distribution with the winning concept announced at next year’s New York Toy Fair.

Laura Bonaventura, UK senior brand manager for Lego City said: "We’re delighted to work in co-operation with Toys R Us to further involve children and parents with the City brand on a global scale. The success of Lego City is based upon the huge variety of familiar themes which children can engage with and adapt to their own experiences – so this opportunity for individuals to add their own voice as to how Lego City develops not only supports the central brand ethos but gives us the opportunity to ensure that we’re developing themes which youngsters will love."

Consumers can vote for their favourite concept via the Toys R Us website  from 4th - 24th April, with additional calls to action via the
website and Toys R Us customer mailouts.


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