Just because you grow up, you don't necessarily grow out of Lego. So the company is challenging UK consumers of any age to build their own 'extreme machine' made up of its own Lego Technic and compete to win a range of prizes.

Contestants can either design their machine out of Lego Technic or draw a picture. They then upload pictures of their designs at its Lego Technic Challenge website, or come and build a machine at a series of Roadshow events run by Wax Live, the experiential arm of Wax Communications. The roadshows will be held at venues such as Legoland, Center Parcs holiday parks and Smyths toy stores. Prizes will include racetrack days (for 18 year olds and over), Lego products for 5-9 year olds, and for 10-17 year olds, the chance to be picked up from school in a Lego 'supercar'. The winner of the drawing competition, for any age, gets their own Lego supercar.