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