Technic’s campaign will focus on its hero product: the Supercar – a 1,281-piece muscle-car model which will retail at around £100.
Ads will air on terrestrial and non-terrestrial stations alongside sponsorship on a major kids’ channel, while a partnership with Smyths will see Technic receive a push in-store.
Speaking to ToyNews, Harry Harrison, marketing executive for Technic and Racers, said: “Slowly but surely, Technic is coming back from being a niche brand to the mainstream brand it once was.”
The brand’s consistent growth has persuaded Lego to invest in the campaign. Last year, Technic recorded a 49 per cent increase on 2009.
Additionally, results of tester commercials last year revealed potential for further growth.
Harrison said: “We ran a light four-week TV campaign in Ireland during weeks 44 to 47. We saw an uplift of over 300 per cent during the four weeks it was running. In the UK, the same four weeks saw a 150 per cent increase, so I can confidently attribute at least half of the Irish growth to the TV campaign.
“We are excited to see how far these results can be replicated here in the UK.”
In July, Legoland will kick off the Technic roadshow tour at Legoland Windsor. The majority of the activity will take place during August in Smyths stores around the UK.
Apart from promotional competitions, Harrison believes Technic’s growth is largely down to research and development: “The toys get stronger and stronger as we learn more about the consumers and the product.”