It is the first time in ten years that the Danish toymaker has embarked on a campaign to strengthen its brand credentials rather than individual products.
Red won the account, which runs until 2009, after a four-way pitch. It has been asked to communicate the child development potential of Lego, and will push the message that it helps children develop language and mathematical skills, spatial awareness and concentration. The agency will target mainstream consumer press, in particular the Daily Mail and GMTV.
Lego received widespread coverage earlier this year on its 50th anniversary. Lego UK PR manager Melissa Wallace said: 'We have come through years of relative obscurity in the press. Now we have a platform upon which we can build.'
Red's director of consumer brands Jo Slatem is heading the account.
Lego will continue to use Gloucestershire-based children's specialist Norton & Company to run its product press office.