The Chima Challenge Roadshow is part of Lego’s largest-ever marketing campaign for a brand predominantly aimed at boys.
The tour will launch in March and activity will take place during UK school holidays until October, visiting family locations including major shopping centres, Legoland Windsor and Chessington World of Adventures.
The Legends of Chima range is set in a mythical land of animal tribes and includes construction sets, buildable figures, board games, social content and digital gaming.
At the roadshow, children will be invited to take the ‘Speedorz challenge’ by racing Chima characters in Lego transport pods, culminating in a grand final at Chessington World of Adventures to crown the Chima Champion at the end of the campaign. At some locations, Because will also create immersive stands for Lego’s Friends and Duplo ranges.
The agency won the experiential brief after a three-way pitch against undisclosed agencies.
Katie Penfold, business director at Because, said: "We’re really proud to be working with such a well-loved and established brand that embraces brand experience so passionately. The Chima range is fuelled by imagination and it has been great to get creative and devise an experience that is engaging, believable and that is ultimately all about play."
The tour is being integrated with media partnerships, advertising, digital activity, online games and in-store initiatives created by agencies including Dazzleship, Carat and Norton & Co.
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