Lego Mexico SA de CV is going to kids and their parents with a series of promotions that promote creativity and build something a little bigger than usual out of Legos — like a 61/2-foot-high pyramid. During Easter and summer vacations, the company went to shopping malls in Mexico City, Guadalajara and Monterrey. At each mall, several hundred adults and children built a replica of Chichen Itza — a Mayan pyramid and one of Mexico's most well-known. This month, the goal is to build a copy of the Mexican flag to celebrate Independence Day on Sept. 16. The plan is to make it 19 feet long by 13 feet wide, said Monica Murillo, trademark assistant at Lego Mexico. The Mexican company is a subsidiary of Enfield, Conn.-based Lego Systems Inc. It imports its building blocks from the United States and Europe.
A MONUMENTAL PLAYTHING
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