Lego Group has sent out a request for information to agencies for its global media business, Ad Age has learned. The RFI was sent to all of the major holding companies, according to multiple people close to the situation.

The account has been held by Interpublic Group of Cos. agency Initiative since 2017. Initiative referred calls for comment to the client. Lego declined to comment. 

Lego spent $409 million on global media in 2022, according to COMvergence. 

Lego Systems, which is defined as the U.S. sales and distribution unit of the company, spent $169 million on measured media and paid social in 2022, according to Vivvix, including paid social from Pathmatics, an increase from $98 million in 2021.

Lego seems to be ramping up its efforts in the digital space including the metaverse. In April, Lego announced a metaverse partnership with Epic Games.

“Kids enjoy playing in digital and physical worlds and move seamlessly between the two,” Niels Chirstiansen, Lego Group CEO, said in an April statement announcing the tie-up. “We believe there is huge potential for them to develop life-long skills such as creativity, collaboration and communication through digital experiences.”

Last year was a strong year for Initiative, which this month was named Ad Age's Media Agency of the Year, capped off by winning a large portion of Nike’s media business.