The LEGO Group has appointed Publicis One as its new global media agency, with the account to be run out of Starcom.

The decision follows an 18-month-long pitch process, which saw incumbent agency Initiative also in the running. Publicis One will take over the reins from July, working with Initiative over a three-month period to ensure a seamless transition.

The LEGO Group, known for its 'Rebuild the World' global platform and campaigns such as 'Play Unstoppable' and 'Play is Your Superpower', has selected Publicis One to strengthen its connections with audiences in an increasingly complex and rapidly evolving media and retail landscape.

"We were impressed with Publicis One’s depth and breadth of expertise – as well as their aligned cultural values. 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," said The LEGO Group’s Chief Product & Marketing Officer, Julia Goldin.

Goldin also expressed gratitude towards the outgoing agency, Initiative. "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."

The LEGO Group, founded in Billund, Denmark in 1932, sells its products in more than 120 countries worldwide.