(Ad Age) – The Lego Group has sent a request for information to agencies for its global media business, you may have learned Ad Age. The RFI was sent to all the major holding companies, according to multiple sources close to it.
The account has been in the hands of Interpublic Group agency Initiative since 2017. Lego declined to comment.
The company spent $409 million on global media advertising in 2022, according to COMvergence.
Lego Systems, which defines itself as the company’s US sales and distribution unit, moved $169 million in paid measured and social media in 2022, according to Vivvix, up from $98 million in 2021.
Lego seems to be stepping up its efforts in the digital space, including the metaverse. In April, Lego announced a metaverse partnership with Epic Games.
“Children enjoy playing in digital and physical worlds and move seamlessly between the two,” said Niels Chirstiansen, CEO of the Lego Group, in an April statement announcing the alliance. “We believe there is enormous potential for them to develop lifelong skills such as creativity, collaboration and communication through digital experiences.”
Last year was a strong period for Initiative, which this month was named Media Agency of the Year by Ad Ageculminating in him gaining a large chunk of Nike’s media business.
