Life-size LEGO Batmobile on display in Detroit

The Detroit Auto Show will see Chevrolet unveil a life-size, LEGO brick built Batmobile as seen in The LEGO Batman Movie. The team-up between Warner Bros. and Chevy was unveiled yesterday with a TV advert and website, with this display giving the campaign a more tangible element.

The Detroit News shared a few stats about the build, which will be on display until January 22:

The Lego superhero car is almost 7 feet tall and more than 9 feet wide. It weighs 1,695 pounds, with each tire weighing in at more than 100 pounds.

Chevrolet said Lego Master Builders at the Lego Model Shop in Enfield, Connecticut, used 17 colors for the Batmobile. They spent 222 hours, or more than nine days, to design it. And building it took 1,833 hours, or more than 76 days.

The publication also spoke to Paul Edwards, vice president of marketing for Chevrolet.

“It really made the perfect marriage,” he said. “What we get out of it is social conversation and people see the brand through a different lens. It shows that we don’t take ourselves too seriously.”

A much smaller version of the Batmobile is available as part of The LEGO Batman Movie, reviewed here, and available to buy from LEGO online here.