Lego has named UK TV presenter and adventurer Ben Fogle as its first celebrity brand ambassador. Fogle will star in a campaign for Lego City. A social media element, "The Great Forest Escape," tells the story of the Forest Police chasing villains from the city into the woods. A Facebook app invites parents and children to share their Forest Police-inspired Lego constructions and artwork with other fans. They can also win Lego prizes, including a trip to LegoLand with Fogle.