LEGO enlists Schmeichel for Man United mission

20 Feb 2020

By: Sport Industry Group

LEGO and Manchester United have enlisted Peter Schmeichel, a United club legend who hails from Denmark, the home of LEGO, as the pair celebrate the 110th anniversary of Old Trafford.

A new LEGO product allows fans to build a 1:600 scale model of the stadium, and the brand’s new spot sees the five-time Premier League winner accepting a special mission on behalf of the brand to transport a ready-made model of the ground from Denmark to the Old Trafford pitch.

Secret Agent Schmeichel carries the set from the Danish company’s HQ and delivers it to a pitchside podium at the Theatre of Dreams, whilst also dropping off 1,998 other sets to the LEGO Store in Manchester. All in all, he drops off 1999 sets from Denmark to Manchester to celebrate the club’s treble, won in the 1998/99 season.