The Lego Group would start one global review of its media buying and planning agreements. The Danish toy brick giant partners with initiative since 2017 and spends about $415 million on average globally, according to data from COMvergence. As reported by Campaign, Lego would have sent a request for information to advertising holding groups and the process is in an early stage, as confirmed by several sources. Initiative and The Lego Group have neither denied nor confirmed the rumors.
The creativity of the Lego Group is managed by an internal creative agency called Ola (Our Lego Agency). The toy group increased its annual revenue by 17 percent to DKK 64.6 billion ($9.3 billion) in 2022.
Recently, Lego and the Initiative worked on an audio campaign, led by comedian Sue Perkins and other celebrities, to encourage adults to use Lego buildings as a form of relaxation. The Lego Christmas campaign, which starred Katy Perry, showed children building a Lego car, brought to life by the singer. The campaign was ranked by System1 as the second most effective of the 2022 holidays.
Source: Campaign
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