2014 Brandcameo Product Placement Awards

no kidding around

Lego Brand Turns 80 With Animated Short Film

Posted by Shirley Brady on August 10, 2012 03:13 PM

Lego turns 80 as the world's third-largest manufacturer of play materials, with 10,000 employees worldwide. Check out its 80th anniversary animated short film  ("The Lego Story") below, and find out more on its storied history in its press release today.Continue reading...

London 2012

London 2012 Watch: Dora the Gymnast Gets Girls in the Games

Posted by Mark J. Miller on July 25, 2012 12:22 PM

That's Team USA gymnast (and five-time Olympic medalist) Nastia Liukin, above, doing the splits with the special London 2012 Summer Olympics edition Dora the Explorer doll. Mattel's Fisher-Price will sell the interactive Fantastic Gymnastics Dora doll starting in August for $50. What makes the latest doll from the Nickelodeon hit series interactive? Consumers can download the free, Fantastic Gymnastics Dora augmented reality app on retail shelves or download from Apple's App Store.Continue reading...

social media watch

Corporate Social Media: #CSMNY Highlights Social Responsiveness

Posted by Amy Edel-Vaughn on June 15, 2012 06:04 PM

"April 10, the ash cloud took over" declared Anna Ketting, head of social media for Air France KLM, at The Corporate Social Media Summit 2012 in New York this week. From the havoc an Icelandic volcano created for airlines in 2010 came the genesis of the brand's social media strategy.

Throughout the panel discussions during #CSMNY, the wide-ranging conversations shared a common theme — responsiveness.  Whether discussing gamification, marketing synergy, impact or big data, it is clear brands are feeling the pressure to prove social can be a successful commercial enterprise. But what also became clear from the summit is that responsiveness in social media creates opportunities for strong return on investment.Continue reading...

brand news

In the News: TD, JCPenney, Sara Lee and more

Posted by Dale Buss on June 6, 2012 09:01 AM

In the News

TD takes top spot on Interbrand's new Best Canadian Brands ranking.

JCPenney continues claw-back of new business model, plans to use term "sale" again.

Sara Lee renames North American business Hillshire Brands and narrows focus to meat.

Apple uses more celebrities in marketing; what does that say about new products?

Justin Bieber debuts another fragrance concept called Girlfriend.

Burger King expands in Russia.

Clear Channel shifts royalty deal for music artists including Taylor Swift's label.Continue reading...

kiddie brands

Lego Not Giving Up on Girls

Posted by Mark J. Miller on April 20, 2012 12:01 PM

The folks at Lego thought they were throwing open a door to a wealth of new consumers when it introduced its Lego Friends line back in December. Since it’s being designed for and marketed to girls, the company figured it would be creating a whole new source of revenue and please any parents eager to bring their daughters into the world of Lego.

Instead, it got a whole lot more, with 50,000-plus people signing a petition against the new line. The uproar’s volume may have been turned down since then but Lego Friends still has its detractors, a fact that the toy-maker is aiming to turn around.

The first step comes today, when Lego execs are scheduled to meet with two young women who helped lead the petition and discuss possible improvements, a release from Change.org states. Bailey Shoemaker Richards and Stephanie Cole launched the campaign against Lego on the Change.org site. The two 20somethings are members of the “girl-fueled organization SPARK Movement,” according to a press release.Continue reading...

kiddie brands

Lego Hits Brick Wall With Lego Friends for Girls

Posted by Mark J. Miller on February 22, 2012 10:17 AM

For generations, Lego has been considered a pretty unisex toy. You could build anything with those colorful little plastic blocks, but that was before big-time partnerships and licensing ever became truly part of the marketing equation.

When you walk into a toy store and look at the Lego shelves, it’s not too hard to find Lego products aligned with things that are traditionally marketed to boys, and lately they've been co-branded: Lego Harry Pottery, Lego Star Wars, Lego Indiana Jones, Lego Alien Conquest, etc. The strategy helped Lego engineer a massive brand turnaround, making about $1 billion last year in the U.S. alone. The next step, naturally? Creating Lego lines aimed at girls.

Having dipped a toe in the water with pink boxes containing brightly colored bricks and flowers, Lego went all out with the launch of Lego Friends, a line expressly targeted to girls, that launched in December. Not everyone, however, is convinced that gender-specific Lego is the way to go.Continue reading...

brand news

In the News: Coca-Cola, Walmart, News Corp. and more

Posted by Dale Buss on February 8, 2012 09:04 AM

In the News

Airbus faces order by European regulators for checks of all A380 jets.

Anheuser-Busch demonstrates new emphasis on sophisticated consumers in its advertising as Bud Light enlists Weego, the Super Bowl dog, to continue buzz.

Apple's iPhone reportedly squeezing carriers.

Buffalo Wild Wings rejoices that NFL season came off.

Chrysler sees no let-up in criticism of Eastwood ad as plot thickens.

Coca-Cola boosts marketing and branding investment as word comes that its Super Bowl livestream exceeded expectations.

Disney sells out Oscars advertising on ABC.Continue reading...

brand vs. brand

Lego's Canadian Rival Sees Brickwall at Border

Posted by Mark J. Miller on February 3, 2012 10:01 AM

Lego made headlines after a couple of Canadian teen tech whizzes sent a Lego man to space and created a viral video that captured the world's imagination. But it's not all awe-inspiring for the brand in Canada.

Lego's main competitor, Mega Brands of Canada, would like Lego to share some of the market space and thinks the company has pulled a few fast ones along the way to make sure that it doesn’t have to.

This kind of anticompetitive accusation typically leads to litigation, so no surprise that Mega has filed a federal antitrust complaint against Lego.Continue reading...

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