Lego partners with London Aquarium for aquatic activation

The Sea Life London Aquarium has embarked on a new partnership with Lego to promote the toy brand's new Deep Sea collection.

An adults-only event will be held for adults on 10 July
An adults-only event will be held for adults on 10 July

Launching on Monday (1 June), the experience will give guests the chance to follow a trail through the Merlin Entertainments venue with the help of a free Deep Sea Explorer activity pack. 

Lego has also launched a number of build zones throughout the aquarium. All creations will be displayed on the Sea Life ‘Wall of Fame’ until the activation comes to a close, and guests who build a model will receive a goody bag.

On 10 July, Lego will celebrate the partnership with an exclusive adults-only event after the attraction closes. The party will host guests at a drinks reception and tour through the venue.

Guests will also be challenged to build their own Lego creation and help one of the brand’s master builders create a 70cm shark made entirely of the Danish bricks.

In other Lego news, the National Exhibition Centre (NEC) and the Ticket Factory (TTF) have both launched contracts with Brick Shows Ltd. The NEC will host the new edition of the Lego exhibition Brick 2015, while the TTF has been named as the main sales agent for the show.

More: How experiential marketing has evolved at Sony, Carlsberg and Lego

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