CAMPAIGN OF THE MONTH: Lego Atlantis - ToyNews


January 2010 sees the launch of a brand new theme within the Lego portfolio.
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Offering children aged six and over a new underwater play theme, each Atlantis set explores the search for the mythological underwater city through the adventures of the daring Lego divers. They encounter fantastical sea beasts and hidden treasure in their quest for deep-sea domination.

There are seven sets to collect within the assortment, all at accessible price points to encourage trial of the range.


Over 1,200 TVRs will run across both key kids terrestrial and satellite channels including Cartoon Network, Nickelodeon, Disney XD and GMTV. There will be a substantial cinema campaign with Pearl and Dean throughout the UK, with screens advertising Lego Atlantis in several key films including the hotly tipped Avatar, estimated at over 1.1 million admissions. The adverts are a mix of CGI animation and powerful live action spots, which have been designed to drive awareness among boys aged six and above.

Lego will also look to break through the media clutter with new 3D technology across web and print, plus a strong online programme including interactive augmented reality product selection, games, quizzes, downloads, plus an exclusive launch of the Lego Atlantis 22-minute cartoon special with VOD.


Working with Future Publishing, creative activity from January to Easter has been negotiated in Nitro magazine including a series of advertorials, posters, full page competitions and themed interactive puzzles and feature scenes, delivering an impactful campaign at launch with lasting momentum for the brand.

A media relations campaign will also be implemented throughout the year by Norton and Co to communicate the new collection, pushing the Atlantis 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.


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 new Lego Atlantis brand. In addition, look out for the new 3D in-store point of sale materials and 3D goggles to captivate the audience and take them to a new level of Lego engagement.




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.



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Campaign of the month: Lego

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