Lego constructs new PR function for Moore

Lego has created a new in-house PR role to build a ’public face’ for the brand which is venturing beyond toys to video games, books, watches and clothes.

Lego has created a new in-house PR role to build a ’public face’

for the brand which is venturing beyond toys to video games, books,

watches and clothes.



Michael Moore, Lego’s former marketing director, will take on the job,

provisionally entitled PR manager.



Moore, a Lego employee of 23 years, will now report to the company’s

newly appointed marketing director Ken Grier, who has taken over his

former responsibilities.



Lego poached Grier from McVities Prepared Foods Division where he was

marketing manager.



Before joining McVities Grier re-launched Strongbow cider for HP

Bulmer.



Moore said his PR role is still ’evolving’ but he will oversee consumer

and trade PR for the toy giant, working closely with Lego’s PR agency

Manning, Selvage and Lee.



Moore’s main task is to protect Lego’s brand image as it ventures into

other markets. The company launched the Legoland theme park in Windsor

last year. It also has a range of clothes and books and is planning to

launch a video game and a watch range.



He denied the new job was a demotion stating: ’It’s a sideways move.



I wanted to take it. I have been doing the marketing job for six years

and it was time for a change.’



Lego was first dreamt up in 1932 by a Danish carpenter. His son

developed the wooden toys further and in the early 1950s the traditional

Lego building blocks were invented. Lego estimate that 200 million

children around the world play with its toys.



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