Following an 18-month pitch — which included incumbent agency Initiative — The LEGO Group has appointed Publicis One as its new global media agency. The new agency will focus on strengthening The LEGO Group’s current connection to families and builders, as well as the company’s stance on the importance of play.

Publicis One, which is powered by Starcom, will navigate the evolving digital landscape while exploring new and authentic ways to engage with its audiences, as seen through The LEGO Group’s prior campaigns like Rebuild the World and Play Unstoppable.

“We were impressed with Publicis One’s depth and breadth of expertise — as well as their aligned cultural values,” says Julia Goldin, The LEGO Group’s Chief Product & Marketing Officer. “We look forward to working together to further enhance our ecosystem, leveraging their insights and capabilities to create engaging and meaningful experiences for our audiences. Together, we aim to inspire children and families globally, nurturing creativity and fostering learning through play.”

The new agency, which will start onboarding this month, will also work with Initiative for three months to ensure a smooth transition and maintain a strong brand presence.

“We would like to thank the team at Initiative/IPG for a great seven years. They have been with us every step of the way as we significantly grew the business, launched our first global brand campaign, and reached more children than ever before. We are grateful for their support and collaboration,” Goldin says.

For more information about The LEGO Group’s branding, visit lego.com.