INTERNATIONAL: A Toyota Land Cruiser is turning heads in Dubai, but not on the city's dunes this time. It is a model made of 440,000 Lego bricks. The project has kicked off a couple of months ago just as a kind of crazy marketing idea. Al-Futtaim Toyota have commissioned the Lego team to build a shape of a Land Cruiser, made of 440,000 pieces of bricks, 16 different kinds of Lego bricks and collectively weighs 2,050 kilograms. It took a team of 12 people, around 2,700 hours to build what is an iconic car.
Managing Director Al-Futtaim Lexus and Al-Futtaim Toyota Andy Barratt says, "This year we have launched a brand-new Land Cruiser here in the UAE. It is a car that's really part of the DNA in the fabric of the community here. I brought up a way to celebrate such an iconic new vehicle with something that's so much fun. We have commissioned this amazing 440,000 Lego bricks to be formed into the shape of a new Land Cruiser. It's on display. It's going to tour the county over the next 12 months and just bring some fun and engagement to what is a truly iconic brand."
Land Cruiser has a place in the heart of everyone who lives in the UAE. It's part of the way that they do their everyday business but it's the way they travel through the desert, the way they engage. They run the family life and fun at the same time. Andy Barratt says that the project will inspire a number of things.
One, it will allow people to reconnect back to Toyota and al-Futtaim in the UAE. It brings an element of fun and brand engagement and shows that Toyota builds not only dependable quality reliable cars but also can have fun at the same time because motoring is fun and it just brings a level of community engagement that has probably been missing for a while due to lockdowns and COVID-19.
