Lego launches new games marketing thrust

Lego has launched a new campaign for its games range, targeting parents and children.
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The research-based marketing has the strapline: ‘You Make The Game’.

Last month the firm launched an online game featuring some of the most popular titles such as Minotaurus, Pirate Plank and the new Atlantis Treasure game on www.miniclip.com. The game will also feature on various kids websites and complement the creative print campaign running in corresponding childrens’ magazines: National Geographic Kids and The Beano.

The range will also be supported with a 1,000 TVR campaign targeting both kids and mums across various terrestrial and satellite channels. The spots focus on hero lines Harry Potter Hogwarts and Minotaurus.

The firm has also teamed up with www.mumsnet.com where a Lego Games hub will be live from September to November and samples of the games will be offered to blogging mums.

The targeted approach will place product directly in the hands of mums who will then feedback on the website, which is run by parents, for parents. In addition to the mumsnet activity, a gifts with purchases promotion has been developed in cooperation with Snapfish (www.snapfish.co.uk and www.snapfish.ie) offering a personalised calendar driven by TV communication, POS and highlighted on the mumsnet Lego Games hub.

"2009 was a phenomenal year for Lego Games and we’re currently number two in the children’s games category", said UK Senior Brand Manager, Laura Di Bonaventura.

"Over the last year, Lego Games have offered a new play dimension to Lego and have proved to be a great success with children and gift givers. ‘You Make The Game’ is born from extensive consumer research. Children are at the absolute core of the Lego Games experience in that they can bring their imagination to make the games for themselves and their friends.

"Alongside this appeal, parents – and especially mums – are able to realise their search for the ideal gift with a range that includes a selection of price points. The campaign elements have been devised to reflect these findings."

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