Danish toy manufacturer Lego Group, eager to boost its ad activity in Europe and the US, has launched a review to find “a new lead advertising agency” to manage the brand globally.

“We can confirm that we are currently in the process of selecting an advertising agency to service our brand at global level,” said Lego’s Eva Lykkegaard. “However, at this stage it would be absolutely premature to report on the outcome of this search and the nature of the assignment.”

Incumbent on the $20 million business is McCann-Erickson Worldwide, with a number of regional shops also employed in Scandinavia (such as ADtention, L&P Reklame, SCAN-AD and Advance).

Agencies invited to participate have not been revealed, though observers of the Danish ad scene have been heard to mutter the names of BBDO Worldwide, Ogilvy & Mather Worldwide, Bates, Publicis Marche and McCann-Erickson as potential contenders.

Lego is trying to transform itself into a high-tech, high-price brand, in part by collaborating with the worldwide entertainment industry. Its latest foray into this field is a series of toys linked to all-conquering kids movie Harry Potter and the Philosopher’s Stone.

News source: AdAge Global