JEEP PARTNERS WITH LEGO
Dec. 21, 2020
Source: Marketing Daily article by Tanya Gazdik
Imitation is the sincerest form of flattery -- and Lego takes it to a whole new level.
Jeep and the Lego Group have partnered for the first-ever Lego model of a Jeep SUV, the Lego Technic Jeep Wrangler.
The new model will allow Lego fans of all ages to recreate the high-performance 4x4 systems, rugged tires, fold-down rear seats and classic seven-slot grille in Lego Technic form.
Builders can then create off-road adventures with the 665-piece model. A button-operated front steering system and axle-articulation suspension will allow them to test out the model on obstacles.
The model will be available Jan. 1 from Lego.com, in Lego stores and other retailers globally and will be priced at $49.99.
Jeep Wrangler owners will feel like the model is just a smaller version of their vehicle, said Mark Allen, head of Jeep design.
"The design of the Jeep Wrangler allows them to take it apart, top off, doors off, reconfigure it, add new pieces from our Mopar team, and then put it back together again," Allen says.
Many owners, fans and followers have literally grown up with the 80-year-old Jeep brand, said Christian Meunier, global president of the brand.
The partnership "gives our enthusiasts another inclusive opportunity to share the passion they have for the Jeep Wrangler," Meunier says in a release.
The Rubicon has a lot of iconic details and it was important to pack as many of the authentic, powerful features of the real vehicle into the replica as possible, says Lars Thygesen, designer, Lego Technic.
"I hope Lego fans and vehicle lovers enjoy all aspects, including the suspension, winch and open-air design that we developed alongside the talented Jeep design team," Thygesen says in a release.