The LEGO Group today announced its 10 year brand strategy for the 'LEGO City' range of construction toys.
The new strategy will consist of a rolling bi-annual release cycle for the City themed sets, focussung on the two most popular sub-themes. Avril Fous-Blague, the brand communications director for LEGO City said "Since its conception in 2005, following on from many previous Town themed ranges going back many years, including 'World City' and 'LEGOLAND' we are delighted to announce the 10 year brand strategy for City. Over the years since launching we have diversified into many products based on real-life scenarios such as public transportation and recreation. Recently it has become clear that we have lost focus, so therefore we are proud to be taking the logical step and going back to the roots of LEGO City." Starting in January 2015 with the release of sets based on London's Metropolitan Police, the brand platform will alternate between Police and Fire themed products, based on different global locations, to be released at the start of each year. Ms Fous-Blague added "Although we are only committed to 5 releases of each product group, I very much hope that this cycle will continue for many more years to come.""We have spent a great deal of time engaging with our target market, in addition to adult fans, who have aided us in coming to this decision. Our products are well renowned for stimulating children's creative and engineering instincts, and we now hope to add understanding of world cultures and current affairs to this portfolio." Each year products will be produced based on occurrences in different global locations, for example natural disasters, areas of conflict or corruption and major world cities. "We are thrilled to be able to unveil that the first set from this exciting new development will be a Metropolitan Police Archive Centre, complete with mobile shredding truck and corrupt officials." Market research carried out by the Denmark based firm has confirmed that 5-12 year old boys, the key demographic for the range, are not as interested in the mundane day-to-day activities of City life as in replicating what is going on in the world. It is for this reason that not only will products based on current global affairs be produced, but they will also include commercial branding, by means of advertising billboards and vehicle manufacturer insignia. -- What do you think of this news? It seems like a step in the right direction for the City line which recently has become far too varied in my opinion.
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