To mark the 10th anniversary of John Lewis’ Christmas ads, the retailer has teamed up with Lego and Bright Bricks to recreate five of its iconic festive ads.

John Lewis hopes it will be a “fun new way” to extend the shelf life of its Christmas campaign, which launched earlier this month.

Bright Bricks, the professional Lego building company, recreated five iconic scenes from the John Lewis adverts which first shot to fame in 2011 when the retailer unveiled The Long Wait.

The ad took a more emotionally-led, narrative approach to the most important campaign on the retail calendar, and set the scene for other retailers to follow-suit.

Five scenes from snowman love story The Journey, The Bear and the Hare, Monty the Penguin, and Man on the Moon, to this year’s ad Buster the Boxer, have been created with nearly 10,000 pieces of Lego.

The creation of each scene has been documented with time lapse videos that can be seen on a dedicated landing page on the John Lewis site. The scenes will be displayed in the Toys section of John Lewis’ flagship store on Oxford Street until 8 December.

The idea behind the Lego ad is to extend the life of its Christmas campaign by building out activations digitally and in-store. The retailer is celebrating 10 years of Christmas ads, after taking a three-year break from TV in the run up to 2007.

A John Lewis spokesperson said: “This is the first year that we've brought our Christmas advert to life in Lego form, and it was a great project to be a part of. We're always looking for ways to surprise and delight customers, particularly around Christmas, and we're sure that adults and children alike will enjoy the display in our Oxford Street shop.”