Lego Group prepares for world media evaluate

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Lego spent $409 million on world media in 2022, in keeping with COMvergence. 

Lego Programs, which is outlined because the U.S. gross sales and distribution unit of the corporate, spent $169 million on measured media and paid social in 2022, in keeping with Vivvix, a rise from $98 million in 2021.

Lego appears to be ramping up its efforts within the digital area together with the metaverse. In April, Lego introduced a metaverse partnership with Epic Video games.

“Children take pleasure in enjoying in digital and bodily worlds and transfer seamlessly between the 2,” Niels Chirstiansen, Lego Group CEO, mentioned in an April assertion saying the tie-up. “We imagine there may be enormous potential for them to develop life-long expertise resembling creativity, collaboration and communication by means of digital experiences.”

Final 12 months was a robust 12 months for Initiative, which this month was named Advert Age’s Media Company of the 12 months, capped off by successful a big portion of Nike’s media enterprise.

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