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In February 2015, Lego replaced Ferrari as Brand Finance's "world's most powerful ..... FTC uses the NXT Intelligent brick and its pieces along with another building .... For a time, Le...

'The Lego Movie': How it Came to Be Built - WSJ


Jan 30, 2014 ... Building 'The Lego Movie,' One Brick at a Time. Lego Goes All in For Its First Hollywood Film (But No Kissing). Watch a .... In addition, Lego isn't putting just one product on the line with this film: "It's the main brand. It impacts ...

An 'aspirational brand': Legos jostling toy chest - Las Vegas Sun News


Nov 20, 2015 ... Its success and the fact that it lost a long-running trademark battle ... ... For others, the task of simply building a Lego set is worthy of a video.

5 Content Marketing Lessons from the Success of The Lego Movie


Feb 24, 2014 ... And as an ad for a toy brand, The Lego Movie became every ... and wanted to buy a new set for me to build Lego masterpieces with. ... Forbes published an article wherein they said that Hollywood has a lot to learn from the success of The Lego Movie, ... Content Marketing Lesson #3: It knows its audience.

Lego builds its way to 'most powerful' title - The Local


Feb 17, 2015 ... Coming behind Lego as the most powerful brands were PWC and Red ... of its recent success to the Hollywood blockbuster The Lego Movie.

How 'The Lego Movie' Became a Big, Fat, Huge Hit - The Daily Beast


Feb 10, 2014 ... No one expected an animated movie about toy building blocks to ... It's Lego! Listen, no one is cheering Hollywood for its groan-worthy insistence on mining every single brand name, franchise, and toy for box-office cash.

How Lego Constructs a Cross-promotional Franchise with Video ...


Hollywood movies and a toy line can grow into their own franchise of releases that ... material, recruit younger consumers into the franchises with the Lego brand, and entice .... The games are based on building solutions to puzzles with Lego.

Lego Crosses The Digital Divide - Fast Company


Feb 27, 2015 ... Having learned from its own mistakes, Lego is embracing ... With licensing agreements with Hollywood's biggest franchises, a wildly successful film series of its ... Plus, it still lacks any real competition in the interlocking-building-toy field. ... for a toy company that had yet to take its brand anywhere digital...

When Hollywood excludes girls, how can Lego market to them ...


Dec 30, 2011 ... But it's Hollywood's appropriation of the story that makes it massively popular ... Legos are building toys, which are In essence gender neutral.

From Religious Symbols to Lego Bricks: How to Build an Iconic Brand


Oct 17, 2014 ... The most powerful iconic brands are culturally complex and visually simple, ... Lights, Camera, Activation: Hollywood's Super Bowl Spending Soars .... Lego, challenging kids to use its products to imagine and brick-build the ...

Helpful Resources

'Lego Movie,' 'Ninjago': How Lego Is Building Its Brand in Hollywood ...


Oct 25, 2013 ... In 2007, Warner Bros. producer Dan Lin and writers Dan and Kevin Hageman flew to the tiny town of Billund, Denmark -- population 6155 -- to ...

Lego Goes to Hollywood - Bloomberg


Feb 5, 2014 ... How Lego finally trusted Warner Bros. to bring its minifigs to the big screen. ... “ For us, this was always about building the Lego brand.” Which ...

Building a Playful Brand, Brick by Brick: The History of Lego Marketing


Aug 10, 2015 ... Building a Playful Brand, Brick by Brick: The History of Lego Marketing .... For 67 years, Lego created and marketed its famous interlocking bricks in .... created Lego Oscars that were given out to several Hollywood stars at the ...

Turning to Hollywood Tie-Ins, Lego Thinks Beyond the Brick - The ...


Sep 5, 2009 ... Lego has rebuilt itself, but its new Hollywood-themed products are a far cry ... able to act out roles from Lego games and build toys from virtual bricks. ... the company and its Lego brand even further into the Hollywood orbit.

The Lego Brand is Awesome for Everyone


May 26, 2015 ... ... Lego and its cross-generational, gender-inclusive appeal of the Lego brand. ... Read our “Building the Future with GoldieBlox” blog, by Bridget O'Reilly. ... Today , through exclusive partnerships with many of Hollywood's top ...