Lego seeks child stars for Nickelodeon TV ad blitz

Thu, 16 Aug 2007

Lego - 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.