Lego and Teletoon tour with ninjas

The toy brand and kids channel promote the Ninjago product line with an experiential cross-Canada tour.

Lego and Teletoon will be visiting five Canadian cities this summer on a tour that brings ninjas to life.

Unlike Lego’s traditional building products, Ninjago is a line of ninja characters that practice a fighting style called Spinjitzu, where they place the ninja toys in a spinning device and pit them against eachother.

Lego is inviting children of all ages, with the sweet spot of 5- to 12-year-old boys, to join Lego ninjas in search for the “Master of Spinjitzu.” Fans of the Lego toys can compete with others at Ninjago stations in parks and festivals across Canada.

The brand chose to work with Teletoon for online promotion because of its experience in the field of promotional tours, as well as the aligning target youth audiences, John Lotenfoe, assistant marketing manager, Lego, tells MiC.

Along with the branded Lego Ninjago truck that will be used to promote the tour, Teletoon will air 15-second spots created and executed by Starcom. Additionally, the campaign has been promoted in Lego Club magazine, which has over 200,000 subscribers. All promotional efforts will drive consumers to the Lego microsite on

“We wanted to highlight Ninjago by creating something funky and different,” Lotenfoe says. “We are trying to give [consumers] a hands-on experience, build on creativity and inspire imagination.”

The experiential campaign kicked off last weekend in Surrey, BC, with 71,200 visitors and 2,983 playing the Ninjago game, and is also set to make stops in Alberta, Ontario and Quebec. The champion of each Spinjitzu tournament will be eligible for the grand prize draw for a trip to Legoland in Florida.


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