K - L: Lego

 

This Company Profile provides key details and analysis of Lego, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to re ...

Describes how Lego launched Bionicle, a new range of toy products for boys. The project involved close partnership with the Danish advertising agency, Advance, developing a movie storytelling context, ...

In 1999 and 2000 the LEGO Company was enjoying success with its two new product lines Slizer and RoboRiders. They were part of a whole new category of toys – action figures that were easy to construct ...

LEGO's aim was to target parents of zero to five-year-old children and prove to them that LEGO offer the best toys to small children. In this target group, penetration is on average 70% or five times ...

This 1998 DMA ECHO entry was created by McCann-Erickson Manchester for Lego. In the UK, Lego was widely perceived by adults as 'the toy brick company,' not a dynamic entertainment and learning company ...

1987 campaign for LEGO. Opportunity seen to make advertising work harder, by getting children to buy small LEGO packs not just at Christmas, and without damaging existing sales. Key was to realise tha ...