Channel 4 has partnered with iconic toy company the Lego Group to launch ‘Kids Rebuild the Future’, a new digital series set to go live on the public broadcaster’s social channels.
The four-part series will feature a range of celebrities from the comedy world including Judi Love, Aisling Bea, Rhys James, and Katherine Ryan who will partner up with children to build Lego creations that exhibit ideas for a brighter future.
The series is set to debut across Channel 4’s YouTube channels this week, with shortened, 60-edits released on the broadcaster’s Instagram and Snapchat feeds.
The activation forms part of the wider ‘Rebuild The World’ campaign which aims to children’s endless creativity and imagination.
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“We are thrilled to be working with such an iconic brand on this new digital branded series,” Channel 4 deputy head of digital innovation & 4Studio, David Amodio said.
“It’s another great example of how we’re working with brands to speak to new audiences across our growing social and owned channels. The LEGO Group have been the perfect partner which has enabled delivering something authentic, fun, entertaining, and impactful.”
Lego Group UK & Ireland head of marketing, Isabel Graham added: “The Lego System in Play has long been the ultimate platform for creative expression and we’re really pleased to be working with Channel 4 on this new digital series which showcases how, through LEGO play, children can build and rebuild anything they can imagine.”
