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LEGO Showcases Chima, Friends and Duplo with BEcause

Posted by: BEcause Brand Experience | Date added: Thu 01 Aug 2013

LEGO, the global toy brand, has teamed up with brand experience agency BEcause this summer to stage the first ever joint roadshow for LEGO’s Duplo, Friends and Chima brands.

The combined roadshow, which has visited Westfield London and Centre MK during August, invites children and their parents to step into the playful world of LEGO with tailored experiences designed for each range.

The roadshow is split into three areas tailored to each audience:

The Chima zone showcases LEGO’s newest property, which is set in a mythical land of magical animal tribes. In this area a competition to find a national Chima Challenge Champion is being hosted, kids are shown how to race the Speedorz characters in their transport pods at special ‘race stations’. There are also Chima costume characters and face-painting.

The Friends stand is designed for girls and is themed around an exotic beach resort, with palm trees, a boardwalk and central heartlake with a LEGO yacht. Girls can have their nails painted, watch Friends cartoons, play with the Friends range and have their photo taken with costume characters.

The Duplo area is about giving toddlers a chance to experience the product with their parents. There are toy trains, areas to have their photo taken and two build stations. Throughout the day there are “Read and Build” sessions in a dedicated story time area, where children and their parents can build the animals they hear about in the story being told.

Katie Penfold, Business Director at BEcause, comments:

“Chima, Friends and Duplo are all fuelled by imagination and it has been great working with LEGO who enjoy encouraging kids to experience the joy of the product first hand. The combined activity is a great way to showcase the diversity of each range and bring them to life in shopping centres with strong LEGO outlets just around the corner”

The combined roadshow is an extension of a dedicated Chima experiential roadshow, which was also devised by brand experience agency BEcause and launched in spring 2013.

The LEGO roadshow is currently live at LEGOLAND until the 1st of September.

For more images visit the online press room.

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