The Pearl & Dean-brokered campaign, which begins this week and lasts for one year, will feature on-screen Lego cinema commercials before all kids' films. In addition, Lego branding will appear across the Pearl & Dean kids' website and the Vue cinema website.
Lego is also partnering with Vue cinemas to sponsor its Saturday morning Kids' Club, becoming solus advertiser before the Kids' Club show starts.
There will also be cinema foyer activity including standees, foyer TV, leafleting and Lego-branded play zones. Also, when purchasing kids' film tickets online, a banner ad will direct consumers to the Lego homepage.
The activity will focus around key family film releases through the year, such as The Spiderwick Chronicles and Madagascar 2.
Krane Jeffrey, associate director of Carat Sponsorship, negotiated the deal with Tim Butler, group head of Pearl & Dean.
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