Advertising Marketing
Shona Ghosh
May 04, 2015

Stumbling blocks: how Lego almost failed to build a brand

With the biggest film of 2014 under its belt and licensing partnerships that span Star Wars, Harry Potter and Lord of the Rings, it's hard to believe Lego was once clueless about branding

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 22 69489600

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Deepika Padukone fronts Nykaa’s playful Pink Friday campaign

1 Deepika Padukone fronts Nykaa’s playful Pink Friday campaign

Jewelbox launches campaign with Vaani Kapoor on modern self-expression

2 Jewelbox launches campaign with Vaani Kapoor on modern self-expression

Birla Opus Calista showcases stain resistance in new campaign

3 Birla Opus Calista showcases stain resistance in new campaign

Swiss Beauty launches ‘We Got You, Girl!’ celebrating expressive femininity

4 Swiss Beauty launches ‘We Got You, Girl!’ celebrating expressive femininity

Adani seeks single agency for INR 600-crore media overhaul

5 Adani seeks single agency for INR 600-crore media overhaul

Johny Lever features in KFC’s new Feastival campaign

6 Johny Lever features in KFC’s new Feastival campaign

Kinder Joy launches DC-themed Funko Pop! collection in India

7 Kinder Joy launches DC-themed Funko Pop! collection in India

Twinkle Khanna leads playful Black Friday masterclass for Tata CLiQ Luxury

8 Twinkle Khanna leads playful Black Friday masterclass for Tata CLiQ Luxury

Livpure selects Weber Shandwick as communications partner

9 Livpure selects Weber Shandwick as communications partner

Asian Paints Illuminates Mumbai’s Sea Link to celebrate BCCI partnership

10 Asian Paints Illuminates Mumbai’s Sea Link to celebrate BCCI partnership

Related Articles

Lego Christmas ad spotlights power of play with classic Lionel Richie tune
The Work
Nov 06, 2025
Charlotte Rawlings

Lego Christmas ad spotlights power of play with ...

Slow and steady wins the brand
PR
Aug 13, 2025
Vidya Dilip

Slow and steady wins the brand

Landor’s coolest test: When a garment becomes a brand bet
Advertising
Sep 03, 2025
Vinita Bhatia

Landor’s coolest test: When a garment becomes a ...

From followers to fanatics: Brands chase micro-movements
Advertising
May 14, 2025
Divanshi Gupta

From followers to fanatics: Brands chase micro-movem...

Just Published

Tata Tea Agni uses AI storytelling to elevate rural homemakers’ narratives
Advertising
8 hours ago
Campaign India Team

Tata Tea Agni uses AI storytelling to elevate rural ...

The AI-led rural activation in Uttar Pradesh enables homemakers to feature in personalised video stories celebrating their everyday ‘Josh’.

Pexpo aligns with Ranveer Singh film ‘Dhurandhar’ for brand collaboration
Advertising
15 hours ago
Campaign India Team

Pexpo aligns with Ranveer Singh film ‘Dhurandhar’ ...

The collaboration connects Pexpo’s focus on sustainable steel bottle manufacturing with the film’s narrative of strength, discipline and conscious choices.

Virgio launches ‘Chic-Flix’ to link holiday films with fashion
Advertising
16 hours ago
Campaign India Team

Virgio launches ‘Chic-Flix’ to link holiday films ...

The campaign translates holiday movie-inspired looks into an OTT-style shopping experience on its website.

American Eagle unveils ‘Great Jeans for Everyone’ in India
Advertising
16 hours ago
Campaign India Team

American Eagle unveils ‘Great Jeans for Everyone’ ...

The India campaign features Ananya Panday and Lakshya as new global ambassadors.