LEGO Duplo enjoys 10 per cent growth in 2013

Marketing push, Disney Junior sponsorship and success of Number Train all attributed to lift.
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LEGO Duplo is looking to build on the growth it achieved in 2013, with a raft of marketing activity planned for this year as well as ten new sets due in the first half.

The brand was up ten per cent in 2013 (FY2013 NPD EPOS data, value growth), with Number Train being the best selling product, ranking at number two in the junior construction market (FY2013 NPD EPOS data, value).

Duplo Town products performed well, particularly My First Construction Site, while strong pre-school licences – such as Disney Princess – also contributed to the growth.

The plan for 2014, says brand manager Genelle Holton, is focused on recruitment, which simply means getting more toddlers involved and playing with LEGO Duplo.

“Our comprehensive marketing plan falls under the campaign umbrella ‘A World of Play’,” Holton explained to ToyNews.

“We will be bringing thisto life through our LEGO Duplo World of Play Roadshow, digital and social media touch points, plus we will be working with pre-school nurseries. There is a lot more activity to come in the second half, so watch this space.”

LEGO Duplo will be launching ten new sets in the first half of 2014. Each set features a range of multi-functional bricks and cute elements.

Key lines will include Creative Ice Cream (£12.99), Creative Picnic (£19.99) and Creative Animals (£12.99), all building on the success of the Creative Cakes range.

Three new brick boxes have also arrived. These include the All-in-One Gift Set (£14.99), All-in-One Box of Fun (£24.99) and All-in-One Pink Box of Fun (£24.99). Focusing on role-play will be My First Police Set (£19.99), My First Shop (£19.99) and Farm Tractor (£16.99).

Meanwhile, joining LEGO Duplo’s Disney Princess line will be Sleeping Beauty’s Fairy Tale (£29.99).


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