The Lego Group has appointed Publicis as its global media agency following a competitive review. The toy brand’s account will be handled by a bespoke team called Publicis One which is led by Starcom.

The decision was made after an 18-month review, first reported by Ad Age, which included incumbent agency Initiative, Lego announced on Monday.

Initiative and Publicis referred comments to the client. A Lego spokeswoman confirmed that Publicis will be Lego’s entire media solution moving forward.

“We were impressed with Publicis One’s depth and breadth of expertise – as well as their aligned cultural values,” the Lego group’s chief product and marketing officer Julia Goldin said in a statement.

Lego is a sizable account. Lego spent $467 million on global media in 2023, with 70% of that amount spent on digital media, according to COMvergence.

Lego is a notable loss for Initiative, which had worked on the account for seven years and even helped Lego launch its first global campaign, Goldin said in a statement thanking the IPG agency.

Publicis is beginning its onboarding starting early this month, working with Initiative over the next three months on the transition, according to Lego’s statement.