Lego links with teen brands to push new launch for girls

ENFIELD, CT: Lego is hoping its latest effort clicks with girls. At the Toy Fair in New York last month, the company introduced Clikits.

ENFIELD, CT: Lego is hoping its latest effort clicks with girls. At the Toy Fair in New York last month, the company introduced Clikits.

The new toy looks nothing like regular Legos, and is geared toward girls age seven to 14. Clikits give girls the chance to make their own jewelry, purses, picture frames, and other fashionable items by clicking pieces together. So while the pieces don't look like Legos, the experience is definitely Lego.

"This is the first time we are translating Lego values into the arts-and-crafts category," said Michael McNally, PR manager for the Americas.

"This is a new area of retail for us. Girls prefer to make things. And while you can make things with Lego, girls want to make things that reflect their style and personality."

Lego is trying to get people to think differently about the brand, said McNally. When people think of Lego, he wants them to think of "creativity and imagination and fun," not just snapping blocks together.

While PR plans are still being developed, and a rollout date for Clikits has not been set, Lego has signed up a few partners. It will work with teen clothing store Limited Too, as well as the Swedish pop quartet Play, a sensation on Radio Disney. Lego will also target teen and teen fashion magazines.

"We're going to look at holiday campaigns, as well as feature Clikits in stories in the arts-and-crafts category," said VP Kristin Greene, with Ruder Finn/Switzer, Lego's AOR in the Americas. "We also want to look at stories about fashion trends."

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