Lego and K’NEX begin toy wars

Toy firms Lego and K’NEX face a head-on clash this week as both companies launch a range of construction toys backed by major TV campaigns, marking the first phase of the pre-Christmas toy-selling season.

Toy firms Lego and K’NEX face a head-on clash this week as both

companies launch a range of construction toys backed by major TV

campaigns, marking the first phase of the pre-Christmas toy-selling

season.



K’NEX, which is part-owned by Hasbro, launches its product offering,

Solar K’Nex, at the Science Museum this week. K’NEX claims it is the

first ever solar-powered toy and is backing it with TV ads created by J

Walter Thompson starting this weekend.



’We have dealt a blow to Lego’s market share in this area because of the

quality of our products,’ said Geoff Moine, marketing director at K’NEX.

’Our advertising campaign focuses on the emotional benefits of building

with a K’NEX construction toy.’



K’NEX has approximately 21% of the pounds 85m UK construction toy market

compared with Lego’s 60%.



Lego’s new offering, called Znap, is also being launched this month and

is very similar to K’NEX’s toy but is not solar-powered. The TV campaign

breaks on October 12, and has been created by Advance. Michael Moore,

head of public relations at Lego, said: ’Znap uses different materials

to K’NEX, and the two do not really look alike.’



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