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Dodge, Lego partner on mini muscle cars

by Drew Johnson

You can now actually afford a Dodge Demon.

Dodge is hoping to cultivate a new generation of muscle car enthusiast by launching a partnership with Lego.

Dodge announced on Thursday that its 2018 Challenger SRT Demon and 1970 Charger R/T will be the latest vehicles to join the Lego Speed Champions series. Dodge and Lego will promote the buildable muscle cars through a multimedia marketing campaign that will be spread across Instagram, Twitter, Facebook and YouTube.

"We know that many of our Dodge SRT enthusiasts become fans of the brand at an early age, and like me, also grow up building LEGO vehicles that we dream of one day driving on the road,” said Steve Beahm, Head of Passenger Car Brands, Dodge SRT, Chrysler and FIAT - FCA North America. "With the new Speed Champions set featuring the 2018 Dodge Challenger SRT Demon and the 1970 Dodge Charger R/T, our youngest fans can now build and jump into the 'driver's' seat of two of their ultimate fantasy muscle cars.”

The Lego version of the 2018 Challenger SRT Demon includes several styling cues from the real life vehicle, including decals, a hood scoop and dual exhaust outlets. The Lego Demon even comes with two sets of wheels, just like the real deal.

The 1970 Charger R/T is also a faithful recreation of the original, right down to the steel wheels and tail stripe. Those that dig the Fast and Furious vibe can have a supercharger sticking out of the hood, but the set also comes with an alternate engine cover for an under-the-radar look.

The limited edition Lego set -- which includes two drivers, a race official and a drag strip Christmas tree, in addition to the two vehicles -- is available to purchase from the Dodge Web site for $39.95.

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