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LEGO Group reveals new National Geographic tie-up

LEGO City and LEGO Friends products released as part of campaign to engage children in exploring their world.

LEGO Group has unveiled its latest partnership with National Geographic.

New LEGO City and LEGO Friends sets have been developed to create awareness about exploration and the protection of endangered species in the world’s jungles and oceans.

To support the launch and engage children even further, a campaign has been developed in collaboration with National Geographic to encourage children to explore the world and maybe even develop their own creative ideas on solving the real-life challenges our world is facing.

The campaign will invite kids and their parents to visit the heights and depths of the earth, and to learn about exploring our world and protecting wildlife in our oceans and jungles.

This includes educational content about pandas, sharks, elephants, deep sea creatures and more. To inspire kids to pursue creativity as a way to one day help protect the world’s wildlife, the campaign will portray stories from six different National Geographic Explorers who are working in creative, unexpected and surprising ways to help address real-life problems that the planet is facing.

“We know that creativity is an incredible skill, and the 21st century needs all the creative problem-solving it can get,” said Ellen Catherine Lucy Bowley, LEGO Friends designer. “Caring for our planet is becoming ever more relevant to kids around the world. They are more committed to seeing positive environmental change than any previous generation, and their creativity will play a key role in finding solutions that will help better protect our wildlife.

“We hope this initiative will inform children of the current challenges explorers are facing and reassure them that even the most simple or unusual idea can make a big difference in the real world.”

The LEGO Group and National Geographic have previously collaborated on wildlife awareness sets such as LEGO Friends Sea Life Rescue and LEGO City Jungle sets. However, this is the first time the two brands have partnered on a campaign that seeks to inspire kids to think creatively.

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