Inspired by the film, The Lego Group brought to India, an array of engagement activities and its latest movie-themed product range, taking Lego lovers across age groups on an epic building journey!
The Lego Movie 2 that releases worldwide on February 8 in association with the Warner Animation Group is a direct sequel to The Lego Movie (2014).
The saga of the movie will continue with the launched product range through which fans will continue to live the journey of the movie. One of the most coveted products from the collection is the Lego Movie 2 Movie Maker which recently won the “Toy Fair – Hero Toys of 2019” at the UK Toy Fair 2019.
The launched product portfolio will also include Lego Queen Watevra Wa’Nabi and Lego Sweet Mayhem’s Systar Starship among others.
Rohan Mathur, Head of Marketing, Emerging Asia, Lego said, “After the tremendous success of The Lego Movie, we are excited for the release of The Lego Movie 2 as well as the exciting product range that we are bringing to India. The launch of the movie trailer has received an overwhelming response worldwide and we are happy to bring many engagement activities for our Indian consumers. From our new product range to the planed in-store activities at Hamleys, every event has been thoughtfully planned to engage and provide the best experience to our audience.”
Set five years after the first movie, the sequel will provide fans, a glimpse of life in Bricksburg and follow the journey of Emmet and Lucy as they battle Duplo invaders who have turned Bricksburg into a post-apocalyptic wasteland as well as a fight against Queen Watevra Wa-Nabi from taking over Bricksburg and the Universe.
The new range of Lego assortment is first-of-its-kind in the brand’s history and will cater to all genders across age groups. One of the most unique features of the new collection is the multi-play opportunities that it provides. Lego lovers can create multiple versions of Queen Watevra Wa-Nabi and other sets from the range, thus engaging in multiple passion points with the brand.
The movie is directed by Mike Mitchell along with Phil Lord and Christopher Miller (writers and directors of the first film) and brings back the acclaimed ensemble cast comprising of Chris Pratt, Will Arnett, Elizabeth Banks, Charlie Day, Alison Brie, Nick Offerman, and Will Ferrell. The case also has new editions such as Tiffany Haddish, Stephanie Beatriz and Maya Rudolph.
As a part of the engagement activities which are aimed to further amplify the buzz around the movie, select Hamleys stores across key cities in India will host the Brick Dance Challenge to engage fans and drive conversation ahead of the movie release.
To add to the excitement, these outlets will also organize competitions for fans to prove their mettle as the fastest “Awesome Together” Lego Builder.
In addition to this, keeping in line with the movie’s “Awesomer Together” motto, select retail outlets will provide the opportunity for fans to win complimentary movie passes on their purchase above Rs 3000. The offer will also be available in select Landmark and ToysRUs stores in Mumbai, Bangalore and Pune as well as on Amazon.
As they say in Bricksburg “Everything is Awesome”!!