Shell and the LEGO Group launch a new Ferrari collection
Nov 15, 2013
On 15 November Shell launches a new promotion in collaboration with Ferrari and the LEGO Group. South Africa will for the first time, see the introduction of a range of limited edition, buildable collectible Ferrari models made from bricks. The unique LEGO models and LEGO Minifigures are available at all Shell participating service stations.
The new Shell promotion introduces six exclusive LEGO models that are based on some of the most iconic vehicles in Ferrari’s motoring history. This exciting promotion brings together three of the most global brands in the world and celebrates over 60 years of passion for performance between Shell and Ferrari.
Spanning decades of motoring heritage – covering truck, road and track vehicles – the models designed by LEGO Group illustrate the innovative and passionate nature of the Shell technical partnership with Ferrari. “This campaign perfectly represents the joint passion for performance and innovation that Shell and Ferrari stand for whilst incorporating the fun and imaginative nature of LEGO products. Whether they are fans of Ferrari, motorsport, or LEGO bricks, we think these toys will prove an exciting reward for our customers,” says Debbie Foley, Marketing Manager, Retail Marketing.
Customers will be able to buy the six LEGO models exclusively at Shell service stations across South Africa from 15 November. The Minifigure pack will only be available at Shell Ultra Cities.
First in LEGO history
Featuring the smallest micro-propelled motor ever produced by LEGO Group, the unique range represents the first time in the Danish toy company’s history that any vehicles this size will have powered wheels. The limited edition Ferrari models are capable of performing a minimum of 300 pulls, propelling a 30g vehicle a minimum of 2 metres. In addition to the Ferrari models, Shell has worked with LEGO Group to design three unique LEGO Minifigures.
Shell and LEGO Group worked on the development of the mini-motor for over 18 months and it embodies the spirit of technological innovation and improved performance that is at the heart of Shell V-Power fuels. The ‘micro-propulsion’ motor is powerful enough to drive each pocket sized vehicle at high speed, making them ready to race wherever you are!
Shell and LEGO Group have created six of the most enigmatic and unique models associated with Ferrari racing. The models included in the promotion are:
Ferrari F150° Italia – A LEGO Group reproduction of the race winning 2011 F1™ car includes the options to change the livery to that of either Felipe Massa or Fernando Alonso
Scuderia Ferrari Truck – The familiar transport truck is a key part of the Ferrari motor racing team and brings another dimension to the exclusive model collection. The LEGO version of the cab has been carefully designed to include realistic details on the lights, radiator and front grilles
Ferrari 250 GT Berlinetta passo corto (SWB) – A real legend of the motoring world; not only one of the most beautiful vehicles ever created, but also the first Ferrari road car to use disc brakes. Its distinctive round headlights work seamlessly in LEGO bricks, mirroring the beauty of the original
Ferrari F40 – One of the most recognisable sports cars of all time. Its classic aerodynamic form and distinctive square rear spoiler are both instantly identifiable and are translated perfectly with LEGO bricks
Ferrari FXX – The latest high-performance racing evolution of the Ferrari Enzo, one of the most powerful cars in the world. The LEGO version comes in black livery and reflects much of the Ferrari FXX’s sleek styling
Ferrari 458 Italia – Arguably the most iconic car in the current Ferrari range, making it a natural choice to be part of this promotion. The LEGO Group have pulled out all the stops to reproduce its signature details from a triple exhaust to multi-LED front lights to create an authentic and exciting toy
About Shell V-Power Nitro+
Shell V-Power Nitro+ Petrol and Shell V-Power Nitro+ Diesel are unique premium fuels formulated to deliver improved performance through advanced technology. Shell V-Power fuels’ formulations designed to help your engine perform to its potential – whatever car you drive. Inspired by our technology innovations for Ferrari, Shell V-Power Nitro+ fuels’ unique double action formulations are designed to actively clean your engine and protect vital engine parts to help deliver more power – throughout the life of your car. Shell premium fuels are available to customers in over 60 countries around the world.
For more information and/or questions, please contact:
Shell Media Relations
Tel. +27 (0) 83 629 0447