LEGO has chosen Merlin theme park Chessington World of Adventures in Surrey to kick-off its Chima Challenge roadshow, that we mentioned back in December.
Here's the press release:
Monday 18th March 2013: It was announced today that new ‘big bang’ LEGO IP – Legends of Chima – will partner with Chessington World of Adventures Resort to launch its seven month experiential roadshow.
Launching on Monday 1st April 2013, the Chima Challenge Roadshow will hold a two-week residency at the Chessington World of Adventures Resort in Surrey. Following this, it will head off to various locations (including major shopping centres and LEGOLAND Windsor) throughout the school holidays and half-term breaks until October 2013.
The roadshow will highlight the new Speedorz sets – a social game consisting of fun, fast and furious challenges that can be played singly or with friends. Players use a rip cord device to race their Speedorz and during the tour children will be invited to take the Speedorz challenge, where they can race with Chima characters, culminating in a grand finale when the road show closes where it originated at Chessington. Costume characters Laval (lion) and Cragger (crocodile) will also be present to oversee proceedings.
‘The partnership with Chessington offers us the perfect location to kick off the roadshow in an engaging environment with an animal backdrop that is synonymous with the Chima brand’, said LEGO UK Senior Brand Manager, Sally-Anne Weekes.
‘Chessington’s new ZUFARI: Ride into Africa experience showcases species native to Africa – just as many of the Chima animal tribes. Animals are a universally popular theme and something that we haven’t had in the LEGO portfolio for several years. Legends of Chima fills this gap and where better to showcase it than with the tribes’ real-life counterparts!’
LEGO Legends of CHIMA launched on 26th December 2012 and is currently performing as the number two toy property within the UK market (NPD Epos Value YTD January 2013). The multi-play brand is one of the biggest ever launches from LEGO and includes collectible animal minifigures and highly detailed vehicles and models.
The statement I've hilighted in bold is particularly interesting, although perhaps not surprising.
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