Nine Reveals LEGO Masters Sponsors

Albuquerque, USA - December 5, 2011: Colorful, old lego bloks on a pile. Studio shot. Lego, consists of colorful interlocking plastic bricks and an accompanying array of gears, minifigures and various other parts. Lego bricks can be assembled and connected in many ways, to construct such objects as vehicles, buildings, and even working robots. Anything constructed can then be taken apart again, and the pieces used to make other objects. The toys were originally designed in the 1940s in Denmark and have achieved an international appeal.

Nine has revealed the major commercial partners for the first season of the brand-new family entertainment series, LEGO® MASTERS.

Among the advertisers building up their brands in the program hosted by LEGO® tragic Hamish Blake are Honda, Kmart and a2 Milk™.

Nine’s director of Powered, Liana Dubois said: “We are thrilled that our partners have come to play with this first season of LEGO® Masters.

“These wonderful brands recognise the inter-generational appeal of content that engages youngsters through to the grey-haired young at heart and everyone in between.

“We all have a LEGO® memory, from building magic with friends and family to those little brick injuries in darkened hallways – LEGO® has touched us all.

“LEGO® inspires our inner child, and Powered Studio is unlocking that youthful creativity to produce bespoke solutions that capitalise on the power of the LEGO® brand.”

Honda is driving creativity in the series with judge and LEGO® certified professional Ryan “Brickman” McNaught (featured image) and his team building a life-size LEGO® Honda Civic Type R.

The design, planning and implementation required 1300 hours of work on the LEGO® car, which will feature in a TV commercial and a digital content series created for Honda by Nine’s Powered Studios.

The content series will follow the building process from design to completion.

The digital content series will be housed on Honda’s owned and operated platforms, including their social and YouTube channels.

Honda will also captivate the audience by bringing them the “Estimated Brick Counter”, a tool that estimates how many LEGO® bricks are required for a challenge, featuring in every episode and gobsmacking viewers with the intricacy and scale of the brick challenges.

Honda Australia director, Stephen Collins said: “Honda is a company that is all about creativity and innovation, so it’s great to support a family show that mirrors these ideals so well.

“Through LEGO® MASTERS we’ll see some of the dreams of the contestants, and also fans, come to life – we’re proud to be helping drive that.”

Kmart has also commissioned Powered Studios to create a custom commercial which builds on its long-term partnership with LEGO® and celebrates the deep family bond built over LEGO®.

Honda, Kmart and a2 Milk™ will also integrate into the power of the LEGO® brand via creative sponsorship billboards which have been specifically commissioned to be made of LEGO® by “Brickman” McNaught and his team.

LEGO® MASTERS, which is unlike anything ever seen on Australian TV, will premiere on Sunday, April 28, at 7.00pm on Nine.

It will see eight pairs of passionate creators let loose on The Brick Pit where 2.5 million LEGO® bricks await, ready to build models and masterpieces that must be seen to be believed.

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