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TOYMAKER LEGO LAUNCHES GLOBAL REVIEW

By Published on .

NEW YORK (AdAge.com) -- Lego Group, Billund, Denmark, is said to have launched a review for some or all of its global advertising assignments (toys, theme parks, new media, TV programming and other content properties).

Lego in North America is handled by Interpublic Group of Cos.' Lowe Lintas Partners Worldwide, New York media is handled by Bcom3 Group's Starcom.

Lego spent $20.3 million in measured media in the U.S. in 2000 but $5.2 million from January to July of this year, according to Taylor Nelson Sofres' CMR. Global spending could not be determined.

Agencies participating include Interpublic's McCann-Erickson Worldwide, London, and a WPP Group team consisting of Y&R Advertising, London, and Geppetto Group, New York. A Lego executive did not return calls by press time.

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