Lego embarks on first joint UK roadshow with Because

Kids can enjoy Lego's three brands as part of UK roadshow
Kids can enjoy Lego's three brands as part of UK roadshow

Global toy company Lego has selected agency Because to help stage its first joint roadshow for its Duplo, Friends and Chima brands.

Currently taking place at Legoland Windsor Resort until 1 September, the roadshow has already visited Westfield London and Centre MK shopping centres this month inviting children and their parents to experience tailored experiences designed for each toy range.

This includes the Chima zone, Lego’s newest brand, which incorporates a mythical theme and invites guests to take part in a competition to find a national Chima Challenge Champion. As part of this, kids are shown how to race the Speedorz characters in their transport pods at special race stations. There are also costume characters and face painting for visitors to enjoy as part of the experience.

The Friends stand targeted at girls has been 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 gives toddlers the chance to experience the product with their parents, such as toy trains, as well as areas to have a photo taken and two build stations. Throughout the day Read and Build sessions are being hosted 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, said: "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 Chima experiential roadshow devised by Because, which launched in spring 2013.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free