Q&A: Lego
Laura SnoadDavid Buxbaum, Lego UK’s senior director of marketing, talks to Laura Snoad about how the iconic toy brand is using nostalgia, popular culture and digital innovation to build appeal among the young and old.
Lego
Lego chases “lifestyle” status through movie
Laura SnoadLego will use the planned movie based on the popular toy to build a “lifestyle brand” that it claims kids will demand in all aspects of their lives.
Lego Heroes take on TV
Suzanne BearneLego is rolling out an ad campaign across the Cartoon Network as part of the launch of its first-ever Heroes Factory brand.
The Sun launches Lego ad
Lara O'ReillyThe Sun and News of the World newspapers have launched a new TV ad to promote their free Lego offer.
Lego plots more toys for girls
Russell ParsonsLego is developing products to boost its appeal with school-age girls as the toy-maker looks to build on recent sales growth.
Lego bricks can’t be trademarked, court rules
Mary-Louise ClewsDanish toy brand Lego has lost its 11-year legal battle to have its famous plastic bricks registered as an exclusive trademark in the European Union.
Lego to push new range through kids’ channel deal
Marketing WeekToy brand Lego is to build on its resurgent popularity with a series of commercial deals with Turner Broadcasting’s Cartoon Network.
Lego seals NickToons Xmas deal to push Bionicle
Stuart TurnerLego is to sponsor a daily slot on children’s TV channel NickToons to promote its Bionicle range in the lead-up to the Christmas period.
Lego launches competitions on Disney XD
Marketing WeekLego Games is teaming up with Disney XD, Disney’s first boy-focused kids TV channel, with a series of promotional activities over its first month of broadcasting.
Lego targets boys with ‘build a vehicle’ Nickelodeon drive
Stuart TurnerTV campaign invites fans to design a vehicle for chance to star in Lego City ad.
Legoland Discovery marketing chief named
Marketing WeekMerlin Entertainment has promoted Tussauds marketer Rob Smith to lead its marketing for the Legoland Discovery Centres. Smith is currently head of marketing for Madame Tussauds UK but will now take the title marketing director at the Legoland Discovery Centre brand. He replaces Nicola Hamilton. Madame Tussauds is now on the hunt for a replacement […]
Lego signs licensing deal with Disney
Marketing WeekLego Buzz Lightyear and Lightening McQueen kits will hit shelves next year after the Danish toy firm struck a licensing deal with Disney. Lego kits for three Disney and Disney Pixar films – Toy Story, Cars and Prince of Persia – will be produced from next year and mark the start of a “multi-year” licensing […]
Lego signs TV channel sponsorship package
Marketing WeekTurner Media Innovations has signed up Lego in a sponsorship collaboration that will promote Lego’s new Star Wars range on Cartoon Network. The sponsorship package will centre around the new weekly animated series, Star Wars: The Clone Wars, which will be first aired on February 14. Lego Star Wars will also sponsor a dedicated Clone […]
Lego and Kickers launch in-store marketing
Marketing WeekFootwear 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.
Warner Bros readies Lego Harry Potter push
Jennifer WhiteheadWarner Bros is backing the launch of the new Lego Harry Potter game with its biggest marketing push run by the Interactive Entertainment division to date this year.