LEGO is involved in a bit of brand-building with Manchester company Blue Chip Marketing.

A 12-month loyalty scheme, devised and implemented by Blue Chip to support the launch of Lego Racers, will target boys between the ages of six and 10. Lego Racers is a range of over 20 collectable cars being launched during staggered intervals throughout 2002.

The theme of the launch is `real racing,' which is reinforced through the loyalty scheme communication - a children's driving licence designed for accumulating points! It is the first time that the Lego Company has implemented a loyalty scheme of this scale, with the UK market being used as a test-bed for the rest of Northern Europe.

"Lego Company's loyal base of customers, combined with the collectable range of Lego Racers products, makes a loyalty scheme the perfect tool to incentivise and up-weight purchases across the product range," said Fiona Wright, brand director for Lego (Europe North).

The scheme is entitled Drome Racer Rewards after the fictional Drome Racing Arena. Consumers collect tokens from Lego Racers products to claim free merchandise such as a Lego Racers Cap.

Blue Chip's Kelly Jarvis said: "The increasingly competitive kids' toy market, coupled with the age compression of younger children in the UK, has necessitated the development of this scheme.

"It has been designed specifically to up-weight Lego consumers' average weight of purchase and with in-built collectability in mind, offering premiums that give children a minimum of 60 per cent premium value."

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