The LEGO Group has appointed Publicis One as its new global media agency after an 18-month pitch process. 

Before taking the reins on all of LEGO’s brand marketing campaigns, Publicis will participate in a three-month onboarding process, working with the Danish brickmaker’s incumbent agency Initiative to ensure a seamless transition. 

Publicis One was selected for its breadth of experience managing global marketing campaigns for a wide list of clients including McDonald’s, Tesco, IKEA and mobile game Pokémon GO, says LEGO’s chief product and marketing officer, Julia Goldin. 

Initiative was appointed as the toyco’s global media agency back in 2017. Last year alone, it spearheaded marketing efforts such as LEGO Education’s 2023 Rebuild the World campaign, which revolved around students and teachers developing new hands-on learning experiences for the classroom; Play Unstoppable (focusing on fostering creativity in kids); and Play is Your Superpower (encouraging families to play together).

According to its 2023 annual report, LEGO’s social initiatives and marketing campaigns reached more than 9.8 million people last year and helped the company generate US$9.66 billion in annual revenue. LEGO has several new products coming down the pipeline this year, including a second Transformers construction set featuring Bumblebee, a LEGO Ideas set that recreates 1975 cult-classic film JAWS, and a new video game called LEGO Horizon Adventures (pictured) dropping in time for the holidays.