The Lego Group enters India market, unveils first campaign 'The Little Red Brick'

The Lego Group has announced its foray into the India market with its first campaign in India titled “The Little Red Brick”, communicating the infinite potential of creativity that the Lego bricks offer to children.

Since its inception 88 years ago, Lego has been celebrated as the beloved toy brand of choice for millions of kids around the world. “The Little Red Brick” campaign signals the Lego Group’s ambition of inspiring children to unleash their creativity; while fostering and developing critical 21st century skills — emotional, cognitive, creative and social skills — through their Lego system-in-play.

The campaign highlights that every child is born with incredible problem-solving capabilities. The film draws parallel with the infinite potential of a single red brick to that of children and how children hold the capability of re-shaping and re-building the world with their creativity.

It is interesting to note that one can make 915 million combinations with six Lego Bricks.

The campaign launch has been timed at the start of the festive season — encouraging both parents and kids to celebrate the joy of building, while urging shoppers to choose Lego toys as an ideal gift for kids and family. The film is being promoted on popular TV channels and backed with a strong digital plan on Lego India’s own social media platforms starting October 25.

The Film :

Bhavana Mandon, Marketing Director, Lego India, said, “We are excited to launch our first consumer campaign in India. The Lego system has long been the ultimate platform for creative expression and creative problem solving. Children don’t just imagine what to build, they can build and rebuild. Experiment. Fail. Break the rules. Fail and Try again…This is the cycle of human creativity and the essence of the Lego System in Play. We are extremely excited to inspire people of all ages to play and unleash their creativity to build a world of infinite possibilities.”

The Lego Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The Lego System in Play, with its foundation in Lego bricks, allows children and fans to build and rebuild anything they can imagine. The Lego Group was founded in Billund, Denmark, in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words “LEg GOdt”, which mean “Play Well”. Today, the Lego Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide.

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