Lego has named TV presenter and adventurer Ben Fogle as its first celebrity brand ambassador, to star in what it claims is its biggest ever campaign for its Lego City brand.
Fogle will front a social media campaign - ‘The Great Forest Escape’ - which tells the story of the Forest Police chasing villains from the city into the woods.
A Facebook app invites parents and children to share their Forest Police inspired Lego constructions and artwork with other fans. They can also win Lego prizes including a trip to LegoLand with Fogle.
Lego says it selected Fogle because of his “inspiring” adventures and expeditions around the world. The campaign launches on 30 April.
Lego is also partnering with Cartoon Network to run a competition for kids to appear in the next Lego City TV ad.
Laura Di Bonaventura, senior brand manager for Lego UK, says: “This is the biggest campaign in history for the Lego City brand. We have created a complete 360 experience for a child and their family to immerse themselves in the range and what it stands for.”
The Lego City brand aims to bring everyday scenes and hero characters, such as the police, to life.