A building takeover featuring Emmet and Lucy has transformed the front of a Smyths Toy Store at Staples Corner Retail Park.

Continuing to celebrate all things Lego, Smyths Toys has an exclusive TVC for its Lego brand campaign ‘Where Lego Lives’. This has been featured on Smyths Toys YouTube channel as well as its social media platforms, with views already reaching 1.7m within the space of a week – and still growing.

On Saturday 16th February, Smyths Toys also hosted its very own Lego Movie 2 event across all stores in the UK and Ireland to celebrate the release of the new film, and the new sets available online and in-store.

Smyths Toys joint head of marketing, Sinead Byrne, commented: “We are delighted to partner with Lego for the awesome Lego Movie 2 launch and to showcase the range of Lego available for kids in-store. Our exclusive TV campaign, building takeover and our national event allowed kids to make and take some of their favourite characters from the movie, and experience the magic of Lego at a Smyths Toys Superstore.”

“The Lego Movie 2: The Second Part brings to life a range of exciting Lego sets and play experiences for both kids and parents, showing that it’s more awesome when you play together,” said Marius Lang, head of marketing UK/Ireland at The Lego Group. “Smyths Toys Superstores has been the perfect partner to bring the playfulness of The Lego Movie 2 to life in this display, and we are so happy that families got a chance to enjoy this exciting, playful building takeover as well as the event that took place last weekend.”