Lego reveals City ambitions

New themes, major marketing drive and celebrity support will all bolster the brand.
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The Lego City brand is currently experiencing considerable growth in the UK market, and Lego is aiming to boost it even further with the introduction of the new Forest Police and Forest Fire themes.

A major new marketing drive is backing the launch, and will mark the first time that Lego has created what it calls a ‘red thread’ campaign with multiple partners and also a celebrity.

The campaign – called The Great Forest Escape – will include a media partnership with Cartoon Network, PR and a social media push, with Ben Fogle becoming the face of the toy range in the UK. Fogle will help to build the profile of the Lego City Forest Police range, inviting parents to display their children’s forest police-inspired Lego builds and artwork.

Through the Lego City Facebook application, parents can also win a daily bundle of prizes, while 15 winners will get to meet Fogle at the Legoland Discovery Centre in Manchester. A new ride also recently opened at The Trafford Centre in Manchester – the Lego City Forest Pursuit Driving Adventure.

In addition, Lego will also look to build on its in-store promotions.

“We invest significantly into the brand,” Laura di Bonaventura, Lego’s senior brand manager, UK and Ireland, told ToyNews.

“The brand is experiencing considerable growth in the UK and remains a core offering. Lego City is the most classic play theme in the portfolio, with strong appeal for the kids as well as parents, and it has been particularly successful in the past to drive the recruitment of younger children.”

Lego: 01753 495000


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