Three square up for 7m joint UK Lego business

The UK Lego account is being reviewed and the Danish toy company is understood to have drawn up a shortlist of agencies for the 7m business.

The review coincides with an internal shift for Lego UK head of marketing Michael Moore. He is to take a PR role within the company and will be replaced.

The agencies on the shortlist are understood to be J Walter Thompson, BMP DDB, and Duckworth Finn Grubb Waters.

It is understood that the company took a decision earlier this year to combine its Lego System (the Lego bricks) account held by Copenhagen agency Advance and the Legoland theme park account held by Kelly Weedon Shute. KWS says it held the account on a two-year contract ending in March which will continue until the end of the first operating season at the end of summer.

HHCL & Partners continues to run European campaigns for Lego System Denmark.

Lego Technics, aimed at older children than the core 0 to ten-year-olds who are the main market for Lego bricks, is also unaffected by the review.

CIA Medianetwork remains the media buyer for the company in the UK.

The Danish agency Advance has produced two TV commercials for the brand this year, with a further production planned for the Christmas period.

Legoland, in Windsor, opened in March to mixed reviews, attracting criticism for its high entrance fee – 56 for a family of four – as well as for not offering sufficient activities for older children.

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