Magazine article Marketing

Lego Picks Brand Chief for Europe

Magazine article Marketing

Lego Picks Brand Chief for Europe

Article excerpt

Lego has appointed Colin Gillespie to the position of brand director for Lego Europe North, its top marketing position for the crucial four- to eight-year-old age group in the region.

Gillespie is currently brand manager in the US, where he spearheaded the launch of its 'Bionicle' range of action figures. He will relocate to the UK to take up the London-based role in mid-August, with a brief to control above- and below-the-line budgets across the region.

Alongside traditional toy makers, the company has faced increased competition in the four- to eight-year-old market from games consoles companies. Nintendo, in particular, is targeting younger children as well as the teenage market with its GameBoy Advance hand-held console and the recently launched GameCube.

Lego has struck a deal with video games publisher Electronic Arts to develop games-related toys in an effort to compete.

Gillespie will report to Soren Torp Laursen, senior vice-president for Lego Europe North. He replaces Niels Juul, who is to become global director of Lego Lifestyle, the division that licenses Lego toys to manufacturers of other products such as watches and clothing. …

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