Lego goes for online ad campaign

Everybody's favourite Danish toy manufacturer goes online for run in to Christmas...

Lego has launched a $500,000 online advertising campaign to drum up sales this Christmas. The two-month long effort includes a number of co-branding alliances with websites targeted at the pre-teen sector, including About.com, CartoonNetwork.com, Disney.com and Nickelodeon.com. In addition, Lego will launch shopping areas on the Warner Brothers, FoxKids and Harry Potter websites, as well as running banner adverts across similar sites. Lego said clicks and sales generated by the new campaign had already topped the figures for 2000.