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
Lego poached Grier from McVities Prepared Foods Division where he was
Before joining McVities Grier re-launched Strongbow cider for HP
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.