Lego expands Clikits in core brand focus

LONDON - Embattled toy maker Lego is planning a major expansion of girl-orientated brand Clikits.

Lego has been focusing on its core brands in an attempt to reverse its fortunes, and it believes the Clikits brand has potential for further development in the UK.

Clikits is launching a selection of toys and accessories to coincide with International Friendship Day on August 7. Marketing for the  products will be centred on young girls' friendships.

The line will include Friends 4-Ever Jewels 'n' More, a gift pack that contains two matching sets of jewellery that can be shared between two friends, and Friendship Frames 'n' Notes, a range of double-picture frames and note envelopes that can be sealed with Clikits for secrecy.

Lego head of corporate communications Charlotte Simonsen said: "We are focusing on core brands and developing those further. Clikits has been very successful in the UK and this is why we are expanding the range."

Clikits, which launched in 2003, has been a rare recent success for the Danish firm. Over the past few years Lego has posted successive poor financial results following intense competition and the launch of a number of brand extensions.

Last October Lego revealed that it was reviewing its global marketing function after making a loss of DKK400m (£35.7m) for the year, which followed a loss of DKK900m for 2003 (£80.4m).

The company confirmed it has been negotiating with several parties over the sale of its four Legoland theme parks. However, it denied reports that it has entered into final talks with one buyer.

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