Note: This website was automatically translated, so some terms or nuances may not be completely accurate.
LEGO Japan held the opening event for "Catch the Thief with LEGO Bricks!" at JR Shinagawa Station in Minato Ward, Tokyo, on March 16.
The company offers the "LEGO City" line, featuring items themed around "city heroes" like police officers, firefighters, train drivers, and racers. In 2017, it is running the PR campaign "Another Case! LEGO City." The event "Catch the Thief with LEGO Bricks!" is part of this campaign and will be held at Shinagawa Station (March 16-18), other locations in Tokyo, Osaka Prefecture, and Chiba Prefecture.
The event features a mosaic mural depicting a police station where participants can place blocks to playfully return escaped thieves to jail cells. Other enjoyable areas include a LEGO City building experience zone and photo spots with large-scale police officers and thieves made entirely of blocks.
At the outset, Marketing Director Atsushi Hasegawa introduced LEGO's business philosophy: since its founding in 1932, the company has sought to stimulate children's creativity worldwide and contribute to "learning and growing through play." He stated, "This time, we're unveiling a new campaign for LEGO City, a series we're particularly focused on among our many product lines. It's designed to be enjoyed through TV commercials and mini-animated videos on YouTube ( https://www.youtube.com/watch?v=sUErXxlPehc )." He then screened the first installment of the special movie "Catch the Thief!"
When the thief's escape was revealed in the movie, three characters appeared in the event space: Katsuhiro Higo and Jimon Terakado from the comedy trio "Ostrich Club," dressed in police uniforms, and a LEGO City police officer. They began a skit.
As the mural curtain rises, clear traces show the thief has escaped from the jail cell. Amidst the officers' commotion, Ryuhei Ueshima—looking every bit the thief—appears and is mistakenly arrested as the fugitive. Angry, Ueshima approaches the police and performs his signature "kiss act." Though the misunderstanding is cleared up, he is identified as a different wanted criminal and taken into custody.
After the skit, the three filled the gap left by the mural thief by placing the first block, looking satisfied. Higo said, "I played with LEGO as a kid, but my hands were clumsy and I couldn't build big things. I want to try again as a hobby in my later years." Terakado, known for his love of meat, said "I want to create a cow mural depicting rare cuts of meat. I hope LEGO releases a series where you can learn about birds and pigs." Ueshima shared his dream: "I'm interested in ballparks, so I want to build famous stadiums from Japan and Major League Baseball in large scale."
LEGO City Homepage: https://www.lego.com/ja-jp/city
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