The LEGO Group Hands Global Media Duties to Publicis One
Global toy company The LEGO Group has officially appointed Publicis One as its global media agency. The appointment follows an 18-month pitch, which included incumbent agency Initiative.
Publicis One will commence onboarding from the beginning of July, working with Initiative over a three-month period to ensure a seamless transition and continued strong presence for the LEGO® brand.
The LEGO Group has consistently connected with and inspired fans, families, and kids on the importance of play, launching campaigns as part of the “Rebuild the World” global platform, including “Play Unstoppable” and “Play is Your Superpower.”
They will continue exploring relevant, and authentic ways to engage its audiences. Its new agency partner, Publicis One, will focus on strengthening these connections within a complex and rapidly evolving media and retail landscape.
Julia Goldin, chief product and marketing officer at The LEGO Group, said,
“We were impressed with Publicis One’s depth and breadth of expertise – as well as their aligned cultural values. We look forward to working together to further enhance our ecosystem, leveraging their insights and capabilities to create engaging and meaningful experiences for our audiences. Together, we aim to inspire children and families globally, nurturing creativity and fostering learning through play.”
She added,
“We would like to thank the team at Initiative/IPG for a great seven years. They have been with us every step of the way as we significantly grew the business, launched our first global brand campaign, and reached more children than ever before. We are grateful for their support and collaboration.”
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Lego and Fortnite Announce Ground-Breaking Gaming Partnership
Lego and Epic Games have finally revealed the design of their kid-friendly metaverse as 2023 draws to a close. Fortnite and Lego have announced a ground-breaking partnership that promises to transform the battle royale gaming genre. The Fortnite Lego edition has been in development for a full 18 months. It is being marketed as a multiplayer “survival crafting game.” When it launches on December 7, it will broaden the Fortnite universe. It will serve as a fun and secure online playground for kids and their families. Every gaming console that supports Fortnite will have the game available. The Danish brick manufacturer is moving further into the digital sphere with this partnership. The move comes just months after it introduced “Lego Insiders,” an online loyalty program, in August.
Lego – Fortnite Metaverse Gaming Partnership
With the partnership, players can now create unique Lego islands every time they play the game. This is thanks to a randomly generated terrain system that was inspired by Minecraft. The power of the Unreal Engine is what makes this cutting-edge feature possible. It is a powerful game development platform that has created a comprehensive “Brick Database” especially for Lego. The partnership demonstrates Epic Games’ dedication to broadening its game selection and drawing in players of all ages, as does the inclusion of other features like Rocket Racing and Fortnite Festival. These advancements demonstrate the company’s commitment to developing game environments that are kid-friendly and guaranteeing young players’ safety when they are playing online.
Building audience loyalty
Lego’s partnership with the game has the potential to significantly expand its viewership. Lego could potentially reach a vast audience through Lego Fortnite, as evidenced by Fortnite’s 400 million registered users and 80 million active players monthly. Using digital programs, Lego has been cultivating audience loyalty for the past 18 months. Additionally, it has been carving out a more significant place in people’s lives. It is presenting itself as more than just a toy company and encouraging play that not only helps kids learn life skills but also enhances mental health.
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Epic Games’ commitment to youth friendly gaming entertainment
Lego Fortnite is a significant step for Epic Games in drawing in younger players while still keeping the game kid-friendly. Epic Games has taken major steps to address these issues, even though the FTC had previously fined the company $520 million for concerns regarding in-game purchases and young players’ safety online. For players under the age of 13, these procedures involve the implementation of “cabined accounts,” which have particular limitations and security precautions. With an E10+ rating, Lego Fortnite is intended for children 10 years of age and older. Some video games in this genre may contain language or violent content that isn’t suitable for younger players.
hey, it’s the Sphere from Fortnite!!@spherevegas pic.twitter.com/2rMQAS0uAH
— Fortnite (@FortniteGame) December 3, 2023
Creating new worlds
All age groups will be able to enjoy an immersive digital experience thanks to this collaboration. It gives users the ability to create and share their own worlds with other players by allowing them to add particular conditions and features to their Lego islands. By enabling players to explore and update each other’s worlds over time, this shared experience fosters a sense of evolution and growth within the game’s universe. Lego has been working to go beyond its reputation as a physical toy brand and develop consumer loyalty through a variety of digital programs, like its August launch of the Lego Insider online loyalty program. This is in addition to investing over $1 billion in Epic Games for this metaverse experience.
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Strategic Partnership
The partnership is a strategic move for both businesses. Through this partnership, Lego, one of the most well-known toy brands in the world, will be able to reach a wider audience and capitalize on the growing popularity of the battle royale genre. Working with Lego gives Fortnite’s game a distinct depth that enables them to give players an interesting experience.
Epic wants to become more popular among younger gamers, but it faces competition from titles like Roblox and Minecraft. This objective is furthered by their collaboration with Lego, a brand well-known for its cooperative building experiences, which gives kids a chance to engage in imaginative play within the Fortnite world.
Dress for adventure with new LEGO Styles of your favorite Fortnite outfits!
Check them out in your Fortnite in-game Locker and the Item Shop now. Learn more: https://t.co/gMabemu810 pic.twitter.com/Cz97s2vJWD
— LEGO (@LEGO_Group) December 3, 2023
Upcoming Game release
The Danish company’s brand value increased by 10% in the past year to $13.069 billion. It is presently ranks 59th out of the top 100 global brands according to Interbrand‘s Best Global Brands research for 2024. Though the game’s release is only a few days away, not much is known about what to anticipate from the intellectual property. The only other fact is that players will be able to explore open worlds that blend gameplay elements familiar to fans of both Fortnite and Lego.
In summary, the partnership between Fortnite and Lego represents an exciting advancement in the gaming sector. It unites two well-known brands and brings cutting-edge gameplay features that have the potential to completely transform the battle royale genre. Players can anticipate building their own Lego-based worlds. Furthermore, they can share them with the world when the game launches in early 2024.
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