Lego seeks child stars for Nickelodeon TV ad blitz

legoLego – which this year celebrates its 75th anniversary – and Nickelodeon are searching for two children to star in Lego’s next TV ad campaign.

The 40-second TV execution for its City sub-brand will break on Nickelodeon children’s channel in mid-October, ahead of the run up to the Christmas trading season, to tap into the appeal of talent shows such as X-Factor.

Lego brand manager Laura Di Bonaventura says: “It’ll be a dream come true for two lucky youngsters. The City brand is all about realism and role-play, and what better way to communicate it than to give children this great opportunity”

Children will be asked to enter a competition via a Lego minisite on the Nickelodeon website. They will be asked to upload a picture and answer questions. Ten finalists will be invited along to the Nickelodeon studios in London where they will take part in an audition.

Lego City is aimed at helping children aged between four and eight years old to learn and create by developing their own themed action storylines.

This year, it will be expanded into Lego Town with scenes designed to replicate daily life.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here