January 2011 sees the launch of a brand new theme, Lego Ninjago, within the Lego Portfolio. It offers children aged six and over an entirely new experience that bridges physical action play, Lego product building and interactive online experience, with a ninja theme.
In addition to classic Lego building sets, Lego Ninjago introduces collectible spinners and cards bringing a social experience to constructable play.
There are various sets and spinners/cards to collect within the assortment, all at price points to encourage trial of the range.
It will be supported by a powerful integrated consumer marketing programme designed to capture the imagination of boys aged six-plus.
In December 2010, a teaser campaign was introduced to drive brand awareness prior to launch through a mix of media. This highlighted the mystery and secrecy apparent within the theme’s storyline.
From 17th January 2011 almost 1,000 TVRs showcasing both the spinners and playsets will run across key kids satellite and terrestrial channels. Aside from TV, Lego will be advertising the mysterious Ninja eyes teaser image in over 1,460 sites across the UK and Dublin. This will be followed by cinema advertising throughout Vue Cinemas from 11th February to support the launch of the new Yogi Bear movie.
The advertising plan will be strengthened by a bespoke sponsorship campaign with Swapit to engage target boys and highlight the collectability of the brand.
Working with Future Publishing, creative activity throughout the year has been negotiated in Nitro magazine including a series of take-over issues, advertorials, posters, full page competitions and themed interactive puzzles and feature scenes.
A media relations campaign will also be implemented throughout the year by Norton and Co to communicate the new collection, and the Ninjago concept across kids’ media and dedicated kids’ pages in the national and consumer press. New Media assets will also be uploaded to key social networking sites to enhance brand visibility across all age groups.
Brand Ambassador Programme
Norton will also execute a brand awareness programme to encourage boys to experience and understand the brand ethos. To promote talkability and brand authority, Lego Ninjago has teamed up with the United Kingdom Martial Arts Association to set the Spinjitzu Challenge in a search for Ninjago’s ‘Master Spinners’. Targeting UKMA classes across the country in a search for Lego Ninjago Brand Ambassadors, each class is to receive Lego Ninjago sets and a Spinjitzu Challenge brief, whereby the classes will be asked to create a two minute Lego Ninjago battle sequence which they will then record and submit to the Lego Ninjago microsite. The winning class will be crowned as brand ambassadors with one ‘chosen’ pupil as the overall Master and, amongst other prizes, will win a trip to Lego HQ in Billund, Demark to meet the team behind Lego Ninjago to discuss the brand.
Through a roadshow programme running from Easter 2011 the world of Spinjitzu will be brought to life amongst target audiences throughout malls and family festivals/shows during school holidays. Ninjago’s ‘Master Spinners’ will also attend key events to perform their winning routine.
Pesky ninjas will be dominating homepage takeovers on key kids and toy retailer sites. In addition to this online activity, a bespoke Ninjago website is in development – www.ninjago.com – for fans to learn all about the mysterious, ancient martial art, plus answer quizzes and play games.
With all new launches, a substantial in-store presence has been secured via a wide variety of point of sale materials to captivate the audience and take them to a new level of Lego play and engagement. This includes end-caps, free standing units and model tubes, designed to showcase the new Lego Ninjago brand. Retail staff will be sporting branded t-shirts plus there will be branded stickers and brochure giveaways made available.