In pictures: Lego Mixels launches on the London Eye

Lego Group and Cartoon Network revealed their latest constructible toy collectibles range on Saturday (1 March) on Merlin Entertainment's EDF Energy London Eye.

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The product launch was conceived and executed by PR agency Norton and Company on behalf of Lego. It is being supported by marketing activity, including a digital and TV campaign.

Children and their parents were invited on board one of the attraction’s capsules, which had been kitted out so that guests could enjoy building challenges, stories and enactments created by a specialist Lego expert.

Participants were also treated to an episode of the Mixels cartoon on a large screen, as well as being invited to get creative with Lego Mixels.

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