By Thomas Hobbs

Speaking to Marketing Week ahead of her appearance at the CMA International Content Marketing Summit tomorrow (3 December), Kalcher says the toy brand wants to avoid generic vlogger tie-ups.

“We are definitely exploring doing things with vloggers and bloggers but it will likely be in the adult space opposed to the kids space,” she said.

“The issue is people are very aware when something is authentic and when something is paid for. Lego has to remain authentic as a brand. We don’t want to go down the road of paying people simply to say that our products are good.”

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Source: Marketing Week