The 'hardest to reach LEGO store in the world' has appeared in the Scottish Highlands to launch a new toy set.
LEGO placed a real Land Rover Defender on a hilltop in an unnamed location to transform it into the 'store'.
The stunt forms part of an advertising campaign by the Danish toy production company for its new LEGO Icons Classic Land Rover Defender 90.
It has been timed to celebrate the 75th anniversary of the iconic British brand, the 2,336 piece set is based on the classic design of the Land Rover Defender from 1983 to 2016.
READ MORE: Scottish Highlands named among world's best places to visit for 2023
LEGO teased "the hardest to reach Lego store in the world" via a 30-second video on Twitter featuring a backdrop of aerial views of the Highlands.
The tweet was captioned: "I guess you could say ... this store kinda went a little off-road. Any wild guesses what one might find in this store?"
I guess you could say ... this store kinda went a little off-road. Any wild guesses what one might find in this store? 😉 pic.twitter.com/tBKgmYAdqy
— LEGO (@LEGO_Group) March 14, 2023
A follow-up video saw adventurer Raha Moharrak, the first Saudi woman to climb Mount Everest and the Seven Summits, and Scottish extreme locations expert Aldo Kane traverse off-road tracks and obstacles to reach the 'store' before they attempted to build the new set on the hilltop.
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules here