Cake's work for the Danish toymaker will focus on developing and implementing consumer PR strategies around its new product ranges in the UK. The agency was picked following a three-way competitive pitch.
In recent years, Lego has produced a number of successful brand extensions, including Star Wars toys and video games, and Harry Potter key chains and board games.
It was also revealed last month that Lego has obtained the toy licences for both DC Comics and Marvel, which points to a video game tie-in in the future.
Cake's head of PR, Michele Charles, will lead the account, and the team will report to Lego's UK PR manager, Emma Owen. 'Teaming up with Lego provides the perfect opportunity to produce great creative work,' said Charles.
The brief does not affect the existing work Bright PR does for Lego and the agency continues to handle brand work, and Norton & Co, which handles product placement.