×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Lego Hoops It Up Online

Web promo poised to amp up sports offerings

By Published on .

The Lego Company, long a mainstay in children's toys, is tapping into the power of online gaming to roll out its line of sports-oriented games. %%PULLQUOTE_LEFT%%

The Danish company, renowned for its construction toys, or "bricks," is working with New York-based WDDG to launch a free, Web-based game called "Three-point Challenge" in a few weeks that will mimic the actual Lego basketball game that was introduced at retail in December. %%STORYIMAGE_RIGHT%%

The online game integrates the Lego name and will be available on the Lego site. The company is also mulling the possibility of offering a stripped-down version to partner sites or even putting out CD-ROMs into low-Internet-penetration areas. The game is working in concert with a TV and print ad campaign.

"The reason why we went with this concept beyond creating the experience is that the e-mail functionality [of the online game] will get kids talking about this when they normally wouldn’t come to us for sports games," said Peter Jensen, creative director of New York-based Lego Direct, a division of Lego.

Jensen added that the company recently underwent a process to hone the brand strategy on certain values, including fun, by imbuing it with a more contemporary sheen.

"We felt we could bring something to the sports-toy market that was a unique combo of our traditional play material but also add some fun and gaming value to kids," Jensen said.

Lego is also launching a hockey game to go along with the basketball one, leveraging its current licensing agreements with the NBA and NHL. A soccer game was launched previously.

According to Dan Ravine, WDDG managing director, the company has worked with Lego on projects from Star Wars to Harry Potter promotions.

Most Popular
In this article: