Lego has launched a Vine channel, with the aim to capture the imagination of its followers.
Created with 1000heads, two videos a week will be posted on Vine as well as being shared across the brand's other social channels.
Ambreena Budaly, social media marketing manager at Lego, said: “The Lego brand has been part of playtime for over 81 years and we see social video as a way of inspiring our next generation of builders and creators.
“We’ve taken a creative and innovative approach that matches the foundation of the Lego brand. We’re excited to see the new videos rolling out this week.”
The creation of the Vine channel follows the launch of new Lego Mixels earlier this year and will also feature existing Lego Creator ranges.
Ben Fenton, account director at 1000heads, added: “Lego sets by design are highly visual products that are synonymous with creativity and versatility. Social video is the perfect space for that story to be shared among fans that have grown up with the brand and reignite that passion among new audiences.”