The LEGO Group Partners with Picturehouse Cinema's Kids' Club for a Second Year

The LEGO Group in the UK is once again collaborating with Picturehouse Cinema's Kids' Club to promote its LEGO City sets in a fun and interactive way, in a partnership managed by Digital Cinema Media and Initiative.

Launched in April, the cinema campaign showcases a thirty-second creative spot during family films, complemented by ten-second idents crafted by Picturehouse. The campaign aims to spotlight LEGO City as a proud sponsor of the Kids' Club, encouraging audiences to 'Escape to the Cinema' with LEGO City.

From racing cars to exploring oceans, running hospitals, and discovering futuristic space stations, LEGO City sets merge fantasy and reality for creative play without limits. With toys for kids aged 4 and older, young builders can tell brand-new stories each time they play, unlocking a world of limitless imagination and endless adventures, making them the perfect partner for Picturehouse Cinema’s Kids’ Club.

As part of the partnership, immersive activations will be hosted in select cinema foyers across the country throughout the summer holidays. Children will have the chance to fully immerse themselves in the world of LEGO City, stepping into various characters and participating in the "ultimate escape challenge”.

"We are thrilled to continue our sponsorship of Picturehouse Cinema's Kids' Club to bring the joy of LEGO City sets to families in a fun and engaging way," says Erin Maher, associate brand manager at The LEGO Group UK. "By showcasing our products in the immersive environment of cinema, we aim to spark creativity and imagination in children while providing them with memorable experiences. The 'Escape to the Cinema' campaign embodies the spirit of adventure that LEGO City represents, inviting children to unlock endless stories through play."

This fully immersive partnership extends beyond the screen to various touchpoints, including branding on Picturehouse's website, promotion across Picturehouse's newsletter and social channels, and presence on Digital Out of Home panels at Picturehouse's digital sites.

Kids’ Club represents great value for cinemagoers, with tickets from just £3.30 each. Find out more here.

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