The LEGO Group: Joyful Focus

The LEGO Group, the Danish toy company, grew brand desire and sales volume in MENA with a campaign that targeted parents and family friends by demonstrating how playing with The LEGO Group toys can develop positive attributes in children.

Campaign details (Joyful Focus)

Brand: LEGO Adults WelcomeBrand owner: The LEGO GroupAgency: InitiativeMarket: UK

Executive summary

The LEGO® Group is one of the most beloved brands in the world, however it’s soaring success amongst children has alienated...

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