Lego’s Travel Retail Marketing Manager, Lise Dydensborg, has confirmed to TRBusiness that its new Technic Top Gear Set, revealed at the LA Auto Show recently, will be available at the same time as local markets globally on 26 December and that the company is ‘super excited about the fantastic opportunity’ to collaborate with BBC Studios and its world-renowned Top Gear television series.
“Our target group are older kids (9+) that love to build with Lego bricks and who are looking for a more challenging building experience,” Dydensborg told TRBusiness. “With this item we offer the opportunity to combine the passion for Lego toys with the passion for cool cars and Top Gear.”
The new Lego Technic App Controlled Top Gear Rally Car involved Lego team members joining forces with the BBC Top Gear team to co-design the body of the car and accompanying stickers to create an ‘ultra-realistic and fast-looking racer that fans are sure to enjoy building at home’.
The model is remote controlled via the Lego Technic Control+ app and contains functions such as steering, multi-touch control and gyro control as well as different challenges and achievements ‘to deliver a thrilling, immersive play experience’. The rally car comes complete with 1 large motor, 1 XL motor and 1 Bluetooth controlled smart hub.
A NATURAL FIT FOR THE TOP GEAR BRAND
“It’s exciting to have collaborated with Lego Technic on this and it’s a very natural fit for the Top Gear brand,” said Jason Easy, Head of Licensing UK, BBC Studios.
“The Lego Technic Top Gear Rally Car is the result of several months hard work from the Lego and BBC Studios teams and we can’t wait to see it on the shelves soon.”
Niels Henrik Horsted, Marketing Director for Lego Technic added: “We are really excited to finally reveal the App-Controlled Lego Technic Top Gear Rally Car.
“The car offers a challenging build for ages 9+ who are into authentic play and intrigued about how things work. The Control+ app gives an extensive play experience with several different play modes and exciting challenges.”