LEGO Duplo enjoys 10 per cent growth in 2013

Marketing push, Disney Junior sponsorship and success of Number Train all attributed to lift.
Author:
Publish date:
Social count:
0
LEGO Duplo fruit.png

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).

Related

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.

Liberty

UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.