Initiative and Mediabrands Content Studio have partnered up with Nitro Circus to promote Lego’s Lego City Stuntz range. This partnership sees Lego partnering closely with Nitro Circus, the kings, and queens, for its 2022 Australian tour.

Nitro Circus is a well-known brand for its action sports entertainment, which engages millions of families around the world. The Nitro World Games will bring the gravity-defying thrills to an end this year. This premier competition is coming down to Brisbane (22nd and 23rd October) and will be held for the first times outside of the US.

Nitro Circus and Nitro Game are the best ways to reinforce your team. ‘cool’ factor of the new Lego City Stuntz range and excite kids – young and old – as it’s broadcast in over 130 countries during two days of extreme events, said a release.

“We set out to build an idea and strategy worthy of Lego City Stuntz, bringing the cool factor to the brand and engaging a new audience of Lego fans in unexpected and exciting ways,”Chris Colter is the Chief Strategy Officer at Initiative.

“What better way to achieve this than partnering with thrill-based entertainment company Nitro Circus whose mantra is to push the boundaries of what is humanly possible.”

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Initiative partnered with Mediabrands Content Studio to lead the campaign from idea to execution, negotiating bespoke inclusions such as Lego installations during Nitro Circus’s Australia tour and around Nitro World Games; talent-led social; co-branded marketing; on-ground activations with brick-in-hand experiences; fan days with Nitro’s extreme athlete talent; a Lego trophy for each tour stop’s stunt of the night; and the coolest of all activations – a custom Lego City Vehicle used for a signature Nitro Circus stunt.

Angie Tutt (Sr. Director, Head Marketing Lego Anz) said: “Partnering with the coolest and biggest stunt team in the world, Nitro Circus, was a perfect way to show kids all the cool things you can do with Lego City Stuntz, through real-world action. We are absolutely delighted with the results and can’t wait for the epic competition of the Nitro World Games in Brisbane!”

Brett Clarke, Chief Commercial Officer of Thrill One Sports and Entertainment, Nitro Circus’ parent company, said: “This relationship highlights the creativity that fuels both Nitro Circus and Lego. From athletes coming up with never-seen-before tricks to the production team building innovative new ramps, that drive to create elevates our live show. Teaming up with Lego brought even more exciting moments to life for fans during our Australian tour earlier this year and now we look forward to taking the partnership to the next level with Nitro World Games.”

Lego’s partnership with Nitro Circus was showcased at all eight live events held in regional Australia earlier this year reaching an estimated live audience of 75,000 fans. The 2022 tour featured a contest on Cartoon Network to design your Lego City Stuntz device. It will be unveiled at Nitro World Games Brisbane before more fans from 130+ nations around the world.

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