Media Relations

Winner: LEGO and Flashpoint PR

Campaign: Expect the Unexpected: Re-Launching the Consumer Innovation Revolution the LEGO Way

The Mission:

After re-emerging from a financial morass, LEGO decided in early 2005 to reinvigorate its brand after enduring a period that saw a two percent decrease in toy sales.

The Hook:

Targeting two key audience segments--boys, ages 10-14 and men, ages 18-40--LEGO reintroduced a redesigned version of its LEGO MINDSTORMS (NXT), while positioning itself as a

leader in the emerging consumer robotics category.