In the year of its 50th anniversary, family favourite and recent top 20 Superbrand, LEGO UK has appointed Red to build its brand profile nationally.

Red has been tasked with communicating the child development potential of LEGO toys to parents and gift-givers in the UK, such as how it helps children build language and mathematical skills plus develop spatial awareness and concentration.

The brief also covers the 18 month+ LEGO DUPLO brand, reinforcing the quality, longevity and developmental benefits of the toddler bricks.

LEGO UK PR Manager, Melissa Wallace, said “We were impressed with Red’s creativity and results-driven approach to communicating our brand messages. We are looking forward to seeing in depth coverage that not only communicates the fun that LEGO toys bring to playtime but also their learning and development potential.”

The account will be headed up by Director of Consumer Brands, Jo Slatem, who commented, “We are really excited to be working with such an iconic brand. LEGO toys have a special place in many adults’ hearts and we are looking forward to building that emotional connection with the next generation of children and parents.”