Lego targets the whole family

 

lego, child, kidLego Australia has launched a Christmas campaign simultaneously targeting both adult and children shoppers.

The iconic toy manufacturer took on the challenge of marketing to both demographics for the festive season.

Caroline Squire, director of marketing for Lego Australia and NZ, says it’s engaging “both children and adult audiences in the Christmas spirit.”

“I think we have achieved this by integrating a wide selection of media channels that collectively deliver relevant, emotive messaging,” she says.

TV commercials are based around an animated lego character, Santa’s Little Helper, that helps parents and other gift givers with picking presents for children.

The company has also launched an online platform that lets shoppers browse products and create Christmas shopping lists for later purchase.

The Lego Christmas platform allows shoppers to narrow down gift choices based on the age of the intended toy receiver.

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