Lego to run 3D cinema ad around Toy Story

Lego is launching its first 3D ad on Monday to promote its exclusive 'Toy Story' range.

The ad was created by Dazzleship and features animated 3D Lego 'Toy Story' minifigures of characters such as Jessie, Bullseye, Woody and Buzz.

The deal was agreed by Lego UK’s marketing director Fiona Wright, Carat Sponsorship’s Rob Honeywood and Pearl & Dean’s account manager, Joe Copeman.  

The ad will run in Pearl & Dean cinemas with 'Toy Story 3' to tie in with the release of this summer's most eagerly anticipated family movie.

Earlier this month, children's publisher Egmont launched a 'Toy Story' magazine to coincide with the release of the film from Disney/Pixar.