Duplo details Christmas campaign

Lego will support its pre-school brand with a mum-focused marketing drive over the festive period.
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The TV advertising will be compromised of 430 TVRs, with space secured on channels like ITV and Sky Living.

Speaking to ToyNews at Duplo’s Christmas in July event, Claire Dorrington, brand manager, revealed: "Duplo will be implementing a heavyweight TV campaign throughout November which will actively seek to target mums.

"Christmas is a key selling period for Lego Duplo and as such it is crucial that we achieve widespread exposure for the brand, both above and below the line, at this time of year."

Lego expects Duplo's Cars 2 range to be its best seller. Dorrington explained: "With every price point covered we are confident that the new Cars 2 range will help to drive sales amongst gift givers and be the brands best seller this Christmas."

She added: "The new Lego Duplo sets offer retailers a great opportunity to capitalise on the film's release and to benefit from the huge potential that licensed toy products bring to the sector."


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