Lego Felix Sets His Own Record, In 1:350 Scale

Felix Baumgartner blew us all away with his stratospheric skydive from 24 miles up, but his Lego counterpart has him beat — in 1:350 scale, anyway.

The guys behind Lego Felix’s jump finally got back to us with some details. The little plastic daredevil jumped from 122 kilometers (400 feet), which, if you consider the 1:350 scale, is like jumping from 42 kilometers, or 26 miles. OK, it’s not the same thing as Baumgartner’s crazy jump, but c’mon. It’s still, pretty cool. More than 4.4 million people have watched the awesome video Ogilvy & Mather Wien Agency posted Monday to promote the Model Maker Fair in Vienna.

“We are totally overwhelmed by the worldwide reaction,” Gerd Schulte Doeinghaus, the executive creative director on the project, told Wired in an e-mail.

The team was inspired by Baumgartner’s wild plan to break the speed of sound during the highest skydive ever, and it just so happened that the weather that delayed the “Fearless” Felix helped Lego Felix.

“The idea for the viral came quite spontaneously,” he said. “The Stratos mission had been delayed several times and we thought, ‘We can do better.’”

The video, which we posted Monday, perfectly mimics (or mocks) the feel and tone of the video Red Bull produced. And, like the Red Bull Stratos crew, the guys at Ogilvy are basking in a little glory themselves. Although Doeinghaus claims Lego Felix holds two records — the longest free fall by a Lego and longest parachute flight by a Lego — the Canadians who launched Lego Man into space might disagree. Still, it was a big week for both men and toys.