Lego launches competitions on Disney XD
Lego Games is teaming up with Disney XD, Disney’s first boy-focused kids TV channel, with a series of promotional activities over its first month of broadcasting.
The tie-up consists of a series of competition spots on the channel to promote two new Lego games called Creationary and Lunar Command.
The on-air competition spots will run throughout September.
Disney XD, which launched 31 August, features a mix of live-action and animated programming primarily targeting boys aged six to 14.
Lego spokeswoman Lauren Ackerman says: “Lego Games represents a new area for Lego to compete in within the toy arena.”
The deal was brokered by Lego media agency Carat Sponsorship and follows the launch of a TV campaign on Nickelodeon inviting fans to design a vehicle for chance to star in a Lego City ad.
This is the third year a Lego fan will be chosen to feature in an ad, but is the first time that participants will compete by building their own Lego vehicle.
