Lego launches first girls' range for 10 years
Lego will launch its first range for girls in 10 years on Boxing Day, supported with TV advertising, as it moves to "reinvigorate" its position in the girls' toy category.
The toy retailer is heavily investing in its Lego Friends range, which comprises five mini-figure dolls, with a major through-the-line advertising campaign that includes television activity.
Multiple television spots and a mini-movie starring characters from the Lego Friends range will launch in the New Year, to coincide with a second wave of Lego Friends.
Media planning and buying was handled by Carat.
The Lego Friends range is aimed at girls aged between five and eight, and will be accompanied by coloured bricks, animals and accessories.
The toy manufacturer's last range for girls was called Lego Scala and ran from 1997 to 2001.
Lego is also creating a fictional 'Heartlake City’ world to accompany the range, because it believes role play and themes are the key to success in the girls market.
Heartlake City forms the backdrop of the Lego Friends range and will include a variety of sets including a tree house, beauty salon and veterinary clinic.
Six new Lego brick colours will be released to add colour to the Heartlake City fantasy world.
A dedicated microsite will allow visitors to explore the Heartlake City world online, interact with characters, and download additional themed materials.
Lego spokesman Drew Bazer said the brand would use its "expertise to reinvigorate the girls’ toy category".
Follow Matthew Chapman at @mattchapmanUK
This article was first published on marketingmagazine.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Assistant Marketing Manager Stopgap £32000 - £42000 per annum + Benefits, London
- Email Marketing Executive Guru Careers Competitive (DOE), Based in London (EC3)
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Sometimes collaboration, not innovation, can be the key to winning campaigns
- Virgin Trains spends £8 million on advertising to refocus on its brand
- WPP challenges Govt review
- Domino's Pizza launches TV ad for cheese and smokey bacon stuffed crust
- Hovis appoints Mother to ad account