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Lego Canada conducts Playcation Summer Tour
Toy company Lego Canada has hired BStreet Communications of Toronto to conduct a national promotion called the "Lego Playcation Summer Tour." The traveling installation will promote the brand to children at 22 community events and festivals in Ontario, Quebec, Alberta and BC before ending on Sept. 2. It consists of a trailer that opens to form a camp-themed play area, as well as a contest component. "When summer-time comes around, there's no better place to play than the great Canadian outdoors," said Craig Bond, chief creative officer at BStreet Communications. "We used this creative insight to bring the Lego Playcation Tour across the country, inviting Canadian families to explore the world of Lego with hands-on constructive play set against a summer camp motif."