CAMPAIGNS: Product Launch - Lego product builds record sales figures

Client: Lego

PR Team: Golin/Harris International and in-house

Campaign: Launch of 'Lego and Steven Spielberg MovieMaker Kit'

Timescale: January - April

Budget: Undisclosed

The 'Lego and Steven Spielberg MovieMaker Kit' enables children to build

and film their own movies using a film-set construction kit and

professional quality, child-friendly software which edits footage, and

adds sound effects. It was launched in the UK and Europe on 1 April,

retailing at around pounds 160.


To create awareness and demand for the product. To develop brand

recognition among children and adults.

Strategy and Plan

Prior to 1 April, e-mail teaser clips of films (Jurassic Park, Indiana

Jones and Jaws) were recreated by Lego and sent out to national,

consumer, regional and trade media.

A movie/cinema-themed event - which included Lego ice-cream,

clapperboard, and actor sculptures - constituted two 'open days', held

at Golin/Harris's office, inviting the media to play with the kit.

The media also had an opportunity to sample other Lego products.

Professor Stephen Heppell, director of Ultralab, a learning technology

centre that specialises in examining how children can learn through

technology, endorsed the product.

Measurement and Evaluation

Coverage was achieved in nationals, including The Times, The

Independent, The Guardian, Daily Express, The Mirror, The Sunday Times,

Independent on Sunday, Sunday Express, The Times Educational Supplement,

Evening Standard and Metro.

Broadcast coverage included Channel 5 Breakfast News, to 40 countries

via The Sci-Fi Channel. Consumer media included The Face, Wallpaper*,

Stuff, Mondo, Edge, with regional media including The Northern Echo and

Manchester Evening News. Further coverage is planned.


Though no figures have been disclosed, Lego has revealed that it has

reached the highest launch sales of similarly-priced Lego products.

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