There are six missions to collect within the assortment all at accessible price points to encourage trial of the range.

The range will be supported by a powerful integrated consumer marketing programme designed to capture the imagination of boys aged seven and up.

Advertising
From September, October and November, over 650 TVRs will run across both key kids terrestrial and satellite channels including Cartoon Network, Nickelodeon, Jetix and GMTV. There will also be a huge cinema campaign, targeting a captive audience of over 3.5million viewers watching blockbuster films this summer. The advert is a mix of CGI animation and powerful live action spots, which have been designed to drive awareness amongst boys aged seven and up.

On-air/On-line Sponsorship
Lego is teaming up with Jetix to create a successful on-air/on-line sponsorship, which will allow boys to complete mission-based activities to drive engagement. The partnership will consist of a dedicated micro site, an exclusive game, trailers and competitions.

PR
A media relations campaign will be implemented by Norton and Co to communicate the new collection, explaining the secret agent and mission 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
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 Lego Agents brand.