Red has been briefed to communicate the child development potential of the toys to parents and gift-givers in the UK.
Key messages include how the toy helps children build language and mathematical skills, plus develop spatial awareness and concentration. The agency will also handle media for the LEGO DUPLO brand, promoting the quality of the larger bricks for toddlers.
The account was won following a four-way pitch and runs up to the end of 2009. Red's director of consumer brands Jo Slatem will head up the account, reporting to LEGO UK PR manager Melissa Wallace.
Gloucestershire-based children's specialist Norton & Company will continue to run the LEGO product press office.