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BookTrust reveals LEGO partnership

50,000 packs of DUPLO product to be handed out with book gifting programme.

LEGO has teamed up with children’s reading charity BookTrust with the aim to help develop children’s creativity and imagination.

The partnership will see LEGO provide BookTrust with 50,000 packs of its DUPLO product, to be given out alongside the book gifting programme, Bookstart Treasure, which is aimed at families with children aged 3-4.

Each year 680,000 packs are distributed to children through local libraries, nurseries and children’s centres. The packs are filled with books and resources to support families to encourage a love of reading in children from an early age.

The LEGO DUPLO product is aimed at children aged 2-4 and the packs will contain building blocks used to create animal figures. Distribution of the packs began in September and runs to November to a limited number of families in the South England as part of a pilot project.

Aliya Beissova, senior brand manager at LEGO, said: “LEGO is thrilled to be working with the UK’s largest children’s reading charity, BookTrust, to deliver our DUPLO play experience to over 50,000 pre-school children.

“It was a natural partnership and we recognise this initial trial activity as mutually beneficial for both organisations due to our common goals which include aiding early childhood development, inspiring creativity and stimulating little imaginations.”

Diana Gerald, BookTrust ceo, added: “LEGO does fantastic work helping children play and learn new skills. We hope those families receiving their special DUPLO product with their Treasure pack enjoy watching their child having fun and getting creative.”

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