Advertising and Promotion of Lego

Advertising and Promotion of Lego

Lego is a child's plastic construction set for making mechanical

models. The name comes from the combination of the Danish "leg godt",

which means to "play well." The company believes that play is the

essential ingredient in a child's growth and development. It grows the

human spirit. It encourages imagination, conceptual thinking and

creation. The Lego mission is to nurture the child in each of us, and

this means that they actively encourage self-expression through

creation, thus enabling children of all ages to bring endless ideas to

life. The Lego experience is playing, learning, interacting,

exploring, expressing, discovering, creating and imagining - all with

a heavy dose of fun. Their real

audience is the child in each and every one of us - the child that

needs to be nurtured and developed, encouraged and inspired, the child

who wants to play and create. Lego offerings create a universal

language across age, gender and culture, yet, at the same time, we all

have a unique relationship with the brand. The Lego play materials are

organised in four portals that each reflect the different experiences

they provide. The four portals are:Pre-school is a complete discovery

system from birth to school age, Make & Create is about construction,

building processes and creations, Stories and Actions is driven by a

story, universe, character and/or competition, Next highlights the

latest and most innovative constructivism concepts. These groups have

come about via the brand re-branding its entire product range and

introducing a new slogan to simplify what the Lego brand stands for.

Lego says that in the past, consumers have been confused by the

different sub-brands, such as Lego Technic, Duplo and Primo, and not

realised that they were all part of the Lego group. Each of these new

categories will be represented by their own set of colours.