Lego has appointed McCann-Erickson to handle its global brand strategy as Europe's biggest toy manufacturer attempts to get closer to its customers.
McCanns has been given a much wider brief than advertising alone. It will be responsible for everything from advertising and direct marketing, to packaging, event marketing and new media.
According to a spokesman for McCann Europe: "Lego wants to understand how the brand fits into consumers' lives. This is not just about advertising, it's very much a strategic appointment. We're dealing with whatever needs to be done to develop the image of the brand; it's about all points of contact."
Lego's £24 million media account is handled by Starcom, which was appointed earlier this month.