Lego and Kickers launch in-store marketing

Footwear brand Kickers and Lego have launched a below-the-line campaign to support the creation of a co-branded range of children’s shoes called Kickers Kick Hi.

The partnership sees Kickers shoes featuring Lego bricks on the shoe’s straps and eyelets in a range of bright colours.

The special edition range is being aimed at four to ten year olds.

To support the launch, dual branded displays featuring scaled up Lego bricks will be installed into retail stores stocking the range.

The units, created by design agency Design4Retail will go into John Lewis, Next, Office and Fenwick outlets this week.

Online retailers Asos, Amazon and Littlewoods will feature a digital variation of the creative.

Lego and Kickers will also offer a free entry voucher to visit LegoLand Windsor with any Kickers Kick Hi purchase.

Further additions to the range are expected to launch in spring next year.

It follows several partnerships Lego has recently forged. Earlier this month the toy brand announced it was to sponsor a daily slot on children’s TV channel NickToons to promote its Bionicle range in the lead-up to Christmas. It has also signed a promotional deal with boy-focused kids TV channel Disney XD.

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