Lego builds new image with Duplo rebranding

Lego Company is rebranding its 35-year-old Duplo range as Lego Explore.

Lego Company is rebranding its 35-year-old Duplo range as Lego Explore.

The new name, part of plans to revitalise the company, will come into effect next month.

The company is not making any fundamental changes to the product range, which is designed for infants and pre-school children, but will be placing greater emphasis on the relationship between the bricks and a child’s learning.

The Explore brand will focus on four play worlds: explore being me; explore together; explore imagination and explore logic. Each world will focus on the child’s relationship with itself, other people and the world around it.

The system will also introduce new elements, such as getting children to listen to music and move with it.

Last year, Lego executive vice president Poul Ploughman announced that the company was running a deficit of DKK1bn (£85m) and pledged to refocus on the core business.

Duplo dolls were launched in the same year.

Earlier this month, Lego revealed that it was planning to extend its Bionicle range of toys into the movies by launching a feature-length animated video about the characters (MW May 9)

Lego’s £60m global brand advertising account was won by Rainey Kelly Campbell Roalfe/Y&R late last year (MW December 13, 2001).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here