How do you get kids hooked on Ninjago?

Apparently you use a “powerful integrated consumer marketing programme designed to capture the imagination of boys aged six-plus“.


In summary:

Advertising that comprises teaser campaign since Dec 2010, TV and movie advertising in Jan and Feb 2011, and a “bespoke sponsorship campaign with Swapit  to engage target boys and highlight the collectability of the brand“.

PR that includes: Working with Nitro magazine for a series of take-over issues, advertorials, posters, full page competitions and themed interactive puzzles and feature scenes. And a media relations campaign with upload to key social networking sites to enhance brand visibility across all age groups.

Brand Ambassador Programme that has TLG partnering with the United Kingdom Martial Arts Association to set the Spinjitzu Challenge in a search for Ninjago’s ‘Master Spinners’.  (The one ‘chosen’ one will win a trip to Lego HQ in Billund, Demark to meet the team behind Lego Ninjago).

Events that means roadshow programme from Easter 2011 in malls and family festivals/shows during school holidays with performance by Ninjago’s ‘Master Spinners’.

Online presence that means pesky ninjas on key kids and toy retailer sites. The latest site,, for fans to learn all about the mysterious, ancient martial art, plus answer quizzes and play games.

In-store has the usual in-store design plus there will be branded stickers and brochure giveaways made available.

Wanna find out more? Details from Toy News HERE.

3 Responses to How do you get kids hooked on Ninjago?

  1. walshklien says:

    Well you gotta admit, TLG always have good advertising and product promotion strategies. I mean watching the 2 videos you posted already makes me wanna buy the Ninjago minifigs haha! =)

  2. Will Tang says:

    I shall focus on the pirates of the carribean sets

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