‘LEG GODTH” is a Danish term, which means “play well”. An idea which, actually, sprung to life in the small workshop of Billund, Denmark, carpenter Ole Kirk Christiansen, who, at first, had bricks originally made from cellulose acetate that had traditional stackable wooden cubes that were locked together by several round studs on top with a hollow rectangular bottom.
By 1949 the remarkable craftsman began producing, among other new products, an early version of the now famous interlocking bricks, calling them “Automatic Binding Bricks”, or more commonly known as “Lego”. And as of 2013 around 560 billion Lego parts have actually been produced.
In fact, just late this year, Christiansen’s company, now known as The Lego Group, partnered with Ferrari to launch its Shell V-Power Nitro+ Lego Collection, an exclusive range of Ferrari collectibles made out of Lego bricks.
Currently available at Shell stations across the country, this range mirrors the spirit of technological innovation and improved performance that is at the heart of Shell V-Power Nitro+ fuels. The Shell V-Power Nitro+ Lego Collection introduces six models that bring smiles to everyone’s faces whenever they fill up at Shell. The collection includes four iconic Ferrari cars, a Finish Line and Podium with a Scuderia Ferrari Engineer Lego Minifigure, and a Shell Station modelled after the one at Fiorano Circuit, Scuderia Ferrari’s private racetrack in Maranello, with a Shell Scientist Lego Minifigure.
“The new Shell V-Power Nitro+ Lego Collection builds on the success of the first range of collectibles launched in the Philippines in 2012 and we hope that with it, we can continue to capture the imagination of customers and motorsports fans, young and old, to construct their very own racing world,” said Anthony Lawrence Yam, Pilipinas Shell vice president for retail.
A minimum fill-up of P1,500 of Shell quality fuels already qualifies customers to secure one of the six Lego models for P150 for Shell V-Power Nitro+ fuels and P180 for Shell FuelSave fuels. Shell Helix customers can also pick up a free model from the Shell V-Power Nitro+ Lego Collection for every purchase of 4L Shell Helix HX7 or 6L Shell Helix HX7 Diesel. Upgrading the purchase to 4L of Shell Helix Ultra or 6L Shell Helix Ultra pack also gives customers two free Lego models.
This limited-edition collection celebrates the shared passion for performance in Shell’s 60-year Technical Partnership with Scuderia Ferrari. Shell has worked together with Ferrari and the Lego Group for more than six months to create the new cars and playsets.
The model cars in the collection feature the smallest pull-back motor ever produced by the Lego Group, created especially for Shell to propel each vehicle more than 2 meters on a single pull.
The Shell V-Power Nitro+ Lego promo collection started on October 30 and ends in January 2015.
Thus, to further stir the excitement and adrenaline for Filipino motorists around the country, Pilipinas Shell brings back the Lego 1:1 model car. Here, imagination comes close to reality as Filipinos get to feel what it’s like to slide into a Formula One race car. The Lego 1:1 model car is inspired by the Ferrari 150° Italia, which was built by Ferrari to specifically compete in the Formula One World Championship. Watch the Lego 1:1 model car in select malls nationwide. Now, don’t just prime yourself up to #ReadySetBuild, instead, like what Ole said: “#PlayWell.”
Image credits: Ronald de los Reyes