Effort: "Lego Imagination Celebration Tour."
Agency: in-house, with execution help from Measured Marketing, Atlanta.
Twist: For its 25th anniversary of U.S. manufacturing, Lego is taking a giant play station to 25 cities, where kids can use 250,000 Lego building pieces to design everything from monsters to cars. One finalist in each city will be chosen in the "Search for the Ultimate Lego Creation" national contest.
Vital statistics: Before the tour's conclusion in November, more than 300,000 people will visit it; the tour began in June in New York. Being promoted are Lego's new Mindscapes robotics line, a PC-based toy allowing kids to program robots they build; the first line of CD-ROMs marketed by Lego; and information about LegoLand California, its first U.S. theme park opening in March 1999 (additional theme parks are planned for the U.K. and U.S.). Tour information is online at www.lego.com.