ENFIELD, CT: As Lego Systems prepares to relaunch its robotic toy division, "Mindstorms," the company has picked Flashpoint PR for its $750,000 product PR account.
Lego switched to the San Francisco-based agency predominantly to work with Kristin Greene, one of Flashpoint's cofounders and a six-year veteran of Lego's PR efforts.
"It's so important that your agency understand your business and industry and thinks the way you do, and I have that chemistry with Kristin," said Michael McNally, senior brand relations manager for Lego.
Greene worked on Lego first at Switzer Communications, San Francisco, and then at Ruder Finn, which picked up the account when it acquired Switzer in February 2003.
Greene left Ruder Finn last May to start Flashpoint. The firm opened in spring 2005, and one of its first projects was working with Lego on its 50th anniversary.
McNally had planned to hire the agency again for a project supporting the Mindstorms relaunch, which Lego announced at the Consumer Electronics Show last week. However, the company decided to retain the agency for all of 2006, and perhaps beyond that, McNally said.
After supporting the relaunch of Mindstorms, the agency will focus on other initiatives, including the upcoming Toy Fair 2006.
"There is a growing battle for the wallet, against movies and music and video games," said Greene. "We're going to be focused on straightforward product PR, as well as programs targeted at specific audiences, at kids of all ages. We want to focus on the emotional ties people have with Lego."
In September, Lego selected 360 PR to manage its brand PR.