The LEGO Group has made Mark Hamill (Luke Skywalker) a Junior Executive Director of Information, J.E.D.I for short, and on April 8th, fans can call 1-877-80-ASK-MARK from noon to 8pm ET to ask about the new LEGO Star Wars SMART Play sets, with select callers invited to join a live video chat with the actor.
"Hamill, who most recently played Luke via voiceover in the animated series “LEGO Star Wars: Rebuild the Galaxy,” is now teaming up with LEGO to promote the company’s latest “Star Wars” sets, which use its new SMART Play technology. SMART Play, which was unveiled at the Consumer Electronics Show in January, involves the use of a custom-made chip to make LEGO sets more interactive with bricks that light up, make sounds and react as they’re played with.
As part of a new campaign, LEGO has declared Hamill its junior executive director of information − or J.E.D.I. Speaking over Zoom, the actor enthusiastically points to a nameplate with his J.E.D.I. title. “Do you get the acronym there?” he quips.
On April 8, fans can call 1-877-80-ASK-MARK from noon to 8 p.m. ET to hear facts from Hamill about the LEGO sets, and a select number of callers will be invited to join a live video chat with him.
It’s an appropriate role for the actor, who has always seen toys as “therapeutic” and says he has never outgrown his love for them. In fact, one of the first things he did when he started making money early in his career was go back and buy toys he “wanted as a kid that we couldn’t afford,” he says, giving the game Lie Detector as an example."
Powered by the innovative LEGO SMART Brick, which is packed with pioneering, world-first technologies, LEGO SMART Play is a groundbreaking new platform that brings LEGO creations to life like never before.
Discover LEGO Star Wars on LEGO AU, CA, UK and US (affiliate links).
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