Cockburn Gateway Shopping City in Perth, estimates the recent launch of a Lego initiative at the centre has had a PR value of nearly $500,000.

The two-week Lego activity during the summer school holiday campaign at the centre saw nearly 300 new Kids Club members signed up, with hundreds of families and 85 per cent of food retailers participating in the event.

The Lego event included appearances by Ryan McNaught, aka The Brickman, the only Australian who gets to play with Lego for a living.

Kate Grieve, centre manager of Cockburn Gateway Shopping City, said the two-week Lego special, especially with The Brickman’s involvement, was a massive success for the shopping centre.

“Families in Sydney had paid up to $90 to enjoy the fabulous Brickman Experience, yet we enabled young Perth Lego enthusiasts to get a taste of Mr McNaught’s Lego super-skills for free,” Grieve said.

One of just 13 Certified Lego Professionals in the world, McNaught brought along some of his mega Lego models and giant mosaics, played games with the iconic building bricks and chatted with young Lego fans.

“Over the two weeks, our Lego activities attracted an average of 300 children per day,” Grieve said.

“We knew the attractions would be popular, but the response exceeded our expectations in terms of not only driving visitors to the centre, but also encouraging repeat participation,” she added.

Grieve said they estimate the Lego campaign to have had a PR value of nearly $500,000.

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