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
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.’