Shell joins forces with the LEGO Group for a new range of Ferrari collectibles

Written by Cheryl Tay on . Posted in Cheryl Tay News | Latest Industry News

Shell customers in Singapore are one of the first in the world to get hold of limited edition models with the smallest pull-back motor ever produced by the LEGO Group

Horizontal_Banner_-_CopyShell has announced the launch of a new promotion in collaboration with Ferrari and the LEGO Group. Singapore is one of the first countries in the world to see the introduction of a range of limited edition, buildable, collectible Ferrari models made from LEGO bricks. The unique LEGO models are available for purchase exclusively at Shell stations islandwide with every S$50 pump.

 

The new Shell promotion introduces six exclusive LEGO models that are based on some of the most iconic vehicles in Ferrari’s motoring history. This exciting collection brings together three of the most notable global brands in the world and celebrates over 60 years of a shared passion for performance between Shell and Ferrari.

 

Spanning decades of motoring heritage – covering truck, road and track vehicles – the models designed by the LEGO Group illustrate the innovative and passionate nature of the Shell technical partnership with Ferrari.

 

“This campaign perfectly represents the joint passion for performance and innovation that Shell and Ferrari stand for whilst incorporating the fun and imaginative nature of LEGO products. Whether they are fans of Ferrari, motorsport, or LEGO, we think these toys will prove an exciting reward for our customers,” said Dawn Phang, General Manager of Retail Sales and Operations, Shell Singapore.

 

With a minimum fill-up of S$50 of Shell fuels, customers will be able to purchase one of the six LEGO models at a price of S$5.95, with one new model released every fortnight.

 

First in LEGO history

Featuring the smallest pull-back motor ever produced by the LEGO Group, the unique range represents the first time in the Danish toy company’s history that any vehicle of this size will have powered wheels. The limited edition Ferrari models are capable of performing a minimum of 300 pulls, propelling a 30g vehicle for a minimum of 2 metres.

 

Shell and the LEGO Group worked together on the development of the mini-motor for over 18 months and it embodies the spirit of technological innovation and improved performance that is at the heart of Shell V-Power fuels. The ‘micro-propulsion’ motor is powerful enough to drive each pocket sized vehicle at high speed, making them ready to race wherever you are!

 

The Iconic Models

Shell and the LEGO Group have created six of the most iconic and unique models associated with Ferrari racing. The models included in the promotion (from left to right in the photo above) are the Scuderia Ferrari Truck, Ferrari F40, Ferrari 150° Italia, Ferrari 458 Italia, Ferrari FXX and Ferrari 250 GT Berlinetta.

 

One new model will be released every fortnight over the next 3 months, with exciting activities and opportunities in store. LEGO lovers, young and old, can also try their hand at building the cars in a real-life constructors’ championship from 3 – 7 October 2012 at Jurong Point. Participants will race to see who can build the models in the shortest time for a chance to win attractive prizes. Motoring enthusiasts and race fans can also look forward to getting up close with a life-sized LEGO replica of a Scuderia Ferrari Formula One car at the event.

 

For more information on the new LEGO collectible promotion, visit www.shell.com.sg/LEGO.

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Cheryl Tay

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Singapore’s only female full-time motoring and motorsports photojournalist. Independent automotive consultant and prominent local motorsports personality Cheryl Tay is uniquely passionate about all things cars and motorsports. She also has a strong passion to share her interest and knowledge, hence having a dream to become the ‘Oprah Winfrey of cars and motorsports’ and create a multimedia platform for her sharing. - A female in a male-dominated world, Cheryl Tay is Singapore’s only female full-time motoring journalist and motorsports blogger and she regularly writes for prominent titles in Singapore, Asia and internationally. (See full list of titles that Cheryl Tay writes for here.)

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