Campaign of the month: Lego

With its core message of Build ? Play ? Change, the Lego Games range is the result of a large-scale strategic development programme, looking at potential sustainable growth drivers for Lego, to bring innovation to the consumer and the toy market as a whole?.
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Following one of the company’s biggest ever research projects across international markets, ten new constructible games were launched in August 2009. Heavy investment ensures the range will be supported by a comprehensive and innovative marketing campaign from launch.

A two-tier campaign targeting boys aged four to nine, as well as mums, forms the basis of an intensive marketing programme, which will include well over 1,000 TVRs, key kids’ TV channel sponsorships, significant online presence, a major national newspaper promotion and heavy-hitting PR from launch.

Starting with teaser TV ahead of its launch to give immediate impact and support to retail, both kids’ and mums’ TV will form the foundation of the Lego Games marketing plan to drive awareness of the range. This will be supported by a TV and online sponsorship in September of the kids’ TV channel DisneyXD, where bespoke sponsorship spots will drive kids through to a microsite to enter a competition. Overlaying this activity will be a cinema campaign across over 3,000 Pearl & Dean cinema screens, targeting a captive audience of two million mums and kids watching blockbuster family films such as GI Joe, Imagine That and A Christmas Carol, from August to December.

An exclusive behind the scenes insight into the development of the range was negotiated with Newsround to hit prior to its launch, which offered the press a unique background to the concept and range design. Working with Attic Media, Future Publishing and DC Thomson, creative activity from August has been negotiated by Norton & Co in National Geographic Kids, Nitro, Beano and Dandy Extreme, including a series of advertorials, posters, full page competitions and subs offers, thus delivering an impactful campaign with lasting momentum for the range. Listings in retailers’ Top Ten toys for Christmas, including Hamleys and Smyths to date, continue to drive the line-up forward in the eyes of the press and consumers. A major radio tour is planned for November targeting mums and is designed to hit the key games buying season.

Research showed the importance in this category of in-store standout as mums make the majority of their games purchasing decisions at fixture. To that end, huge investment will be put behind the in-store presence across the marketplace, including permanent fixtures, windows and free-standing displays.




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.



Following nine successful years of Bionicle, Hero Factory is a brand new concept in the buildable action figure category, backed with a campaign including TV, sponsorship and a nationwide road show.

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