Dodge and The LEGO Group announced their partnership through a new multimedia marketing campaign. The campaign, launched with a new 30-second television commercial “Metamorphosis”, first broke across the Dodge brand’s Instagram, Twitter, Facebook and YouTube channels. The initiative also includes the new LEGO Speed Champions building set that features the 2018 Dodge Challenger SRT Demon and the 1970 Dodge Charger R/T.
“We know that many of our Dodge//SRT enthusiasts become fans of the brand at an early age, and like me, also grow up building LEGO vehicles that we dream of one day driving on the road,” said Steve Beahm, head of passenger car brands, Dodge/SRT, Chrysler and FIAT – FCA North America.
“With the new Speed Champions set featuring the 2018 Dodge Challenger SRT Demon and the 1970 Dodge Charger R/T, our youngest fans can now build and jump into the ‘driver’s’ seat of two of their ultimate fantasy muscle cars.”
“We are thrilled to bring the exciting Dodge designs to a LEGO build and play experience that is sure to capture the imaginations of not only LEGO fans, but also car lovers and the passionate community of Dodge enthusiasts around the world,” said Chris Stamp, senior designer, LEGO Group.
As part of the Speed Champions series of buildable iconic vehicles, modern meets classic in a new set featuring the 2018 Dodge Challenger SRT Demon and 1970 Dodge Charger R/T. Fans of all ages of the Dodge and LEGO brands can recreate a thrilling drag racing experience after building the LEGO Speed Champions 2018 Dodge Challenger SRT Demon and 1970 Dodge Charger R/T models! The Dodge Challenger SRT Demon features two sets of wheel rims, authentic design details and decorative stickers while the cool LEGO version of the Dodge Charger, an iconic American muscle car, has a removable supercharger and alternate engine cover.
Three LEGO minifigures: a Challenger driver, Charger driver and a race marshal.
A race-ready, buildable 2018 Dodge Challenger SRT Demon features a minifigure cockpit, removable windshield, wheels with rubber tires, two sets of rims, rear spoiler, dual exhaust, and authentic design details and decorative stickers.
A buildable 1970 Dodge Charger R/T features a minifigure cockpit, removable windshield, wheels with rubber tires, removable supercharger and alternate engine cover, translucent light-style elements, and authentic design details and decorative stickers.
words by Sudipto Chaudhury