Magazine article Marketing

Lego to Run First Global Cause-Related Activity

Magazine article Marketing

Lego to Run First Global Cause-Related Activity

Article excerpt

Lego is poised to launch a global cause-related marketing programme as part of its ambitions to become the strongest brand among families with children by 2005.

The toy company is looking to appoint its first cause-related marketing specialist to develop the programme internationally. To date Lego's cause-related marketing activity has been carried out on a market-by-market basis and been based around support for local charities and schools. In the UK this has included sponsorship of Brazilian soccer schools called 'futbol de salao'.

Lego is now looking to raise the profile of cause-related marketing activity and to give it a more thematic feel that will link into and support its brand.

The company has yet to finalise details of its programme, but it is thought to be looking at activity in the areas of learning and education.

The move is part of a review of Lego's communications strategy. The company last week confirmed its decision to consolidate its [pounds sterling]36m global advertising account under the Young & Rubicam group. Rainey Kelly Campbell Roalfe/Y&R will be charged with implementing work for the UK. …

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