This week the LEGO Group announced it will build a new research lab called LEGO Sustainable Materials Centre near its headquarters in Billund, Denmark, to develop innovative alternative to plastic used to manufacture the famous brick toys.
It takes a lot to be in hearts of consumers for decades, inspire them and help them live a brighter life. The LEGO brand, which celebrates its 80th anniversary this year, has a lot to tell about its path to success and the inspiration and love which drove the company to the heights. Staying loyal to its kids style, the brand released a 17-minute long animated film, which immortalizes the life of Danish toymaker Ole Kirk Christiansen, who founded the company back in 1932 as well as puts the lives of his successors—his son Godtfred, the second owner of LEGO, and current owner Kjeld, the founder’s grandson— into the spotlight.
When kids are engaged into a creative project, it can result in something really stunning. LEGO’s brand Duplo has commissioned little kids, whose creativity doesn’t know any borders, to develop the shop windows for the department store NK in Stockholm to. In the new project, conceived by Jung von Matt, Stockholm, the young designers will use their unconventional style and fresh approach, making something unusual, which is still kept under wraps—the brand is inviting its consumers to try and guess what this will be.
After the last year’s scandal with Greenpeace, Mattel is running a new global marketing campaign to promote its Barbie doll brand. The more than 50 years old brand encourages girls to ‘See What Happens When You Play with Barbie.’ The TV commercials are complemented by an augmented-reality online destination and apparel for girls.
The LEGO Group announced LEGO® Friends, a new play theme that tailors the iconic LEGO construction experience especially to girls ages five and up. LEGO Friends delivers on a girl’s desire for realistic role-play, creativity, and a highly-detailed, character-based world with the core values of LEGO building.