Last Wednesday, France 3 aired an animated short, "Lego Atlantis" starring the new range of Lego products on the theme of sunken city. This short film participates in the communication campaign of the new boxes especially as the short film was included in the youth program on France 3, Ludo and therefore affects the target.
The fact that a brand of toys to communicate via animation programs is not new. In the '80s, the animated series "Masters of the Universe" or "Jayce and the conquerors of Light" were commissioned by Mattel for the sole purpose of advancing their characters or figurines vehicles, the protagonists of these series. And where Mattel has decided to suspend the sale of figurines "Jayce and the conquerors of Light" series stopped abruptly without knowing the end, proof of the promotional nature of the series. More recently, the animated series "Pokemon" has gone further. Game originally was able to find these Pokemon cartoon cards, toys, cartoons, figurines, etc ... All these series
therefore have a promotional aspect, then we can talk about Advertainment. But when these contents are paying (Pokemon cards, ...) have as much or even more notoriety than the original product, can we still speak of brand content? The boundary is blurred between Advertainment and derivatives because even if these "products" exist by themselves, they nevertheless participate in the promotion of the original product.
If LEGO is very interesting because over the years, those little yellow guy came out more of their boxes to conquer all aspects of entertainment.
Legoland amusement parks were built to allow fans to play in this universe and contemplate reproductions monuments and villages in LEGO bricks. There are 4 in the world, of course Denmark (near the seat), England (near London), Germany (Bavaria) and USA (San Diego, Calif.).
Then, since 2000, has invested the LEGO video game industry, with games featuring the scene including new product lines LEGO licensed as LEGO Star Wars, Indiana Jones or Batman, for example . LEGO also offers mini-games on its website and lately even a MMORPG (or meuporg as they say now), LEGO Universe.
Regarding the animation, short film has been created to promote the range of Atlantis, but Lego has also produced a feature film recently available on DVD under the name of the adventures of Clutch Powers including the voice of Paul Michael Glaser (Starsky).
Finally, LEGO produces board games based on characters and bricks.
I think that all this diversification can not really be considered as the advertainment, apart from the last short film Atlantis. The objective of promotion is exceeded and the content are sufficient to themselves. But despite this "diversification", LEGO will remain in people's minds as a manufacturer of bricks and that is why we can possibly speak of "Advertainment perfect" for these paid content.
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