2009 sees the launch of the brand new theme, Power Miners, within the Lego portfolio. Offering children a new exciting play theme, each set comprises of both heroic Power Miners and
mischievous Rock Monsters so children can act out their own stories. There are nine sets to collect within the assortment, all at accessible price points to encourage trial of the range.

The line will be supported by an integrated consumer marketing programme designed to capture the imagination of boys aged six-plus.

Advertising

Since the beginning of the year, a campaign which will feature over 1,000 TVRs has been running across both key kids terrestrial and satellite channels including Cartoon Network,
Nickelodeon, Jetix and GMTV. There is also a campaign running in over 3,000 Pearl and Dean screens advertising Power Miners, targeting a captive audience of over 3.5m viewers watching
films in January and February. The advert is a mix of CGI animation and live action spots, which have been designed to drive awareness among the target audience.

PR

Working with Attic Media, creative activity from February to April has been negotiated in National Geographic Kidsand KICK! including a series of advertorials, posters, full page
competitions and subscription offers. The brand will also join forces with Jetix magazine in April with a Power Miners themed takeover of the publication. This activity will include an exclusive covermount, a pull out poster, a double page spread advertorial, a full page competition and a guest editor spot.

A media relations campaign will also be implemented throughout the year by Norton and Co to communicate the new collection, explaining the Power Miners and Rock Monsters
element across kids’ media and dedicated kids’ pages in the national and consumer press. New media assets will also be uploaded to sites such as Toxicmag, You Tube, Video Yahoo, Video Google, Metacafe, Facebook and Gofish.

In-store

As with all new launches, a substantial in-store presence has been secured via a wide variety of point of sale materials, including end-caps, free-standing units and model tubes, designed to showcase the Power Miners brand.