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Lego begins Apollo 11 promotion

Toy company Lego has begun an international promotion timed to coincide with the 50th anniversary of the Apollo 11 Moon landing. According to the company, the month-long campaign is intended to encourage children to take an interest in space. Through July, Lego stores internationally will host special activities related to space exploration. The company as also released a new series of building sets focusing on future NASA mission to the Moon and Mars.

As part of the effort, a group of 10 designers constructed a life-sized Lego model of a lunar module pilot. It will debut at the Apollo 50 Festival, an event to be conducted by the Smithsonian National Air and Space Museum in Washington, DC later this month. In addition, an 11-foot tall Lego model of a rocket will be installed at the Ontario Science Centre until September. Also, Lego and Scholastic have begun a joint program in the United States that will send 20 children to NASA Space Camp in 2020.

“We are thrilled that children continue to be interested in space exploration and can't wait to witness their small steps and giant leaps in decades to come,” said Michael McNally, senior director of brand relations at Lego Systems. “For 40 years we have offered creative play opportunities designed to foster children's interest in space exploration. We believe that play holds a crucial role in developing essential life skills such as confidence, creativity and communication, all of which are vital to raising the next generation of space explorers.”

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