BOSTON—360 Public Relations, a boutique public relations firm with expertise in reaching kids and parents, has been selected to lead a branding campaign in North America for LEGO Systems, celebrating its 50th anniversary this year.
The public relations campaign will leverage the company’s heritage and emphasize the core LEGO brick, designed to allow open-ended, creative construction play. 360 Public Relations will focus on reactivating the deep emotional connection the brand has with today’s parents who grew up building with LEGO bricks, as well as with today’s grandparents who first introduced the toy to the household.
“360 Public Relations brings expertise in parent-directed communications and in positioning classic brands in modern times,” commented Michael McNally, senior brand relations manager for LEGO Americas. “The agency has a seasoned team that we believe is the right formula to take the LEGO brand’s connection with parents to the next level in the North American market.”
Other new business at 360 includes a campaign for the Rival Crock-Pot Slow Cooker aimed at contemporizing the classic brand and positioning it as a catalyst for bringing the family back together at the dinner table; IDEXX Laboratories, a worldwide leader in products for the veterinary market; and Turbine, a maker of online games.