Lego to announce results of global PR review

Toy giant Lego is undertaking a global PR review to back up its

efforts to become the world's leading children's brand by 2005.

The worldwide drive to evaluate the Danish firm's PR function is drawing

to a close, with results due at the start of next year.

The news has sparked industry speculation that consumer PR accounts for

the Lego line are set to come up for pitch.

Lego currently retains Golin/Harris International and its network of

overseas affiliates to handle PR for the firm in Northern Europe,

reporting to PR head for the territory Danielle Hainauer.

She described the review as 'general', but added that it was aimed at

ensuring the firm was 'maximising its return' in PR handling.

A spokesperson for Golin/Harris International said the firm does not

believe its account to be in jeopardy.

While Hainauer said that at the moment there are no details of whether a

formal pitch for the business would take place, she added: 'It is very

difficult to comment on what we will be doing as we are awaiting the

results of the review.'

Lego, founded in Denmark in 1932, is still family owned, and therefore

does not retain external financial PR support for capital market


Current sales figures indicate that Harry Potter Lego will be the

biggest-selling toy this Christmas.

Lego is currently the only European-based brand in the world's top ten

toy makers.

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