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.

Creationary
Creationary

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.

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