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Legoland gets in on 2010 Census action

By Ed O'Keefe

Lego people depicting census workers in front of a Lego U.S. Capitol at the California Legoland theme park. (Courtesy Legoland California)

As if a Super Bowl ad, NASCAR sponsorship and promotional messages in Chinese fortune cookies weren't enough, the U.S. Census Bureau has recruited the Lego toy company to help raise awareness for this year's decennial headcount.

And they're doing it in the smallest way possible.

The Legoland theme park in Carlsbad, Calif., on Friday launched a census of all four-inch Lego people residing in its "Miniland USA" cities. (Since The Eye's childhood bedroom was covered in Legos, this news hits close to home.)

Park employees last accounted for about 5,000 "Minilanders" when the park opened in 1999 with areas depicting New York City, Washington, D.C., Southern California, New Orleans, San Francisco, New England and Daytona, Fla.

But the recent additions of a Lego Las Vegas, marina and Daytona International Speedway prompted park officials to conduct a new count and promote the 2010 Census in the process. (No, really -- you can't make this up. Well, you could but...)

Park employees have also added six Lego census workers across the park that are clad in red uniforms and posed knocking on the doors of Lego households or talking to Lego crowds.

The Lego census scenes will remain on display until July (book your tickets now!) and visitors will be challenged to find all six Lego census workers.

The theme park plans to release the results of its Lego census later this year. And yes, they'll conduct another headcount in 2020, just like the feds.

No money exchanged hands between the theme park and Census Bureau and there's no formal arrangement. Just count Lego as one of thousands of corporate, nonprofit and community groups partnering with the agency to promote this year's census.

Normal-sized Americans should start receiving census forms in the mail next week.

Leave your thoughts in the comments section below

A Legoland theme park employee conducts a count of the park's four-inch Lego people. (Courtesy Legoland California)

By Ed O'Keefe  | March 12, 2010; 4:50 PM ET
Categories:  Census  
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How much were our grandchildren raped to pay for this?

Posted by: corrections | March 12, 2010 5:16 PM | Report abuse

That should be "will be" not "were" as the money doesn't exist now to pay for these games.

Posted by: corrections | March 12, 2010 5:17 PM | Report abuse

You may have a good point, corrections. However, I will note that this story makes no mention of the government funding Legoland to do this.

Blog writer Ed O'Keefe -- can we get a verdict on this?

Posted by: lrtman | March 12, 2010 6:48 PM | Report abuse

I'm writing in from the Media Relations department here at LEGOLAND California. This project was in no way funded by the government.

LEGOLAND California is all about playful learning and we thought this would be a fun way to start a dialogue with kids about the census process. In fact, the U.S. Census will be here at the Park later in the month passing out information and answering questions about the Census.

Posted by: BethChee | March 12, 2010 7:47 PM | Report abuse

What a cool way to teach kids about a fundamental aspect of our democratic system of government. Hat's off to you, Lego!

Posted by: Westover81 | March 13, 2010 11:59 AM | Report abuse

LEGOLAND hires trolls? Where can we sign up? :)

Posted by: jiji1 | March 15, 2010 1:20 PM | Report abuse

This is a really good idea.

CORRECTIONS: gee - sorry about your "grandchildren" being raped.


Posted by: lquarton | March 16, 2010 1:10 AM | Report abuse

The comments to this entry are closed.

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