Lego builds new image with Duplo rebranding

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).