Kicking off this month, a 10-second animated spot campaign on Nickelodeon will invite children under 16 to go online at www.nickelodeon.co.uk/legocity and enter the competition.
Applicants will be asked to write why they think they should star in a national Lego City ad and the 15 short listed will attend London-based auditions in the second week of August.
The audition process will be filmed and a new 10-second spot will run through September with Nickelodeon viewers being asked to choose their favourite applicants by voting online.
The successful final two applicants will star in a 40-second commercial, promoting Lego City which will run from 20 October to 2 November.
The deal was negotiated by Carat.
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