Toy manufacturer the Lego Group has launched a review of its global media planning and buying arrangements.
The move, reported by AdWeek, will come as a blow to US incumbent Starcom that has held the account since 2000 and UK incumbent Carat. It is not yet clear if Lego is looking to consolidate its media duties into one agency network. Carat has held the European media account since 2004.
In an official statement from Lego, a spokesperson said: “The Lego Group regularly reviews all contracts with suppliers as a standard business practice.”
Former chief operations officer Bali Padda was handed the role of chief executive of the group in January.
Lego recently launched into the film business with The Lego Movie a 2014 3D computer-animated adventure comedy film. This was followed by this year’s Lego Batman movie the Danish toy manufacturer’s take on the actions of the caped crusader.