In one of the weirder marketing moments of this new year, it has been revealed that the new Lego Batmobile is “built by Chevy.” There is even an official website. It looks like Lego Batman paid $48,000,000 for his new wheels. It has 120,000 lbs. max towing capacity, 20,000 horsepower, and comes equipped with 4G-LTE connectivity. Also listed as features are flame rocket boosters, fully-articulated wheels, and a standard 60.2L V100 engine. The Batmobile can operate in three modes. Race Mode, Monster Truck Mode, and Parallel Park Mode. The only downside… it seats 2 Minifigures.
“Every angle, sharp as a tack. Every element, handcrafted for hot pursuit. When dreaming up the LEGO® Batmobile, designers drew inspiration from a combination of classic renditions and other-worldly shapes. The result? An enemy-evading machine that will draw stares and fend off foes in equal measure.”
Lego has a a long history of advertising. Some of their campaigns have been amazingly creative. And some have a message that people remember forever. Recently people have rediscovered a small pamphlet that Lego produced in 1974. It is note that explains to parents that children have a desire to be creative that can and should manifest itself anyway that it can. It is a great message to teach, and shows a a side of Lego that seems to have been dissolving over time.
“The urge to create is equally strong in all children. Boys and girls. It’s imagination that counts. Not Skill. You build whatever comes into your head, the way you want it. A bed or a truck. A dolls house or a spaceship. A lot of boys like doll houses. They’re more human than spaceships. A lot of girls prefer spaceships. They’re more exciting than dolls houses. The most important thing is to put the right material in their hands and let them create whatever appeals to them.”
Let sent this note out across the world, and had it translated into other languages. A German version has also been rediscovered.