For the past year or two, Lego have advertised heavily around Christmas time on billboards and in newspapers. Surprisingly, they don’t direct you to the Lego web site, but say to search for “Santa’s little helper”.
This is tied into their advertising for those keywords on Google, which goes through to their web site with a gift suggestion applet. (For some crazy reason lego.com.au goes to a completely different web site.)
I guess they’re assuming everybody uses Google, not Bing or Yahoo or anything else, where Lego is not a prominent result for those keywords (though Bing suggests it).
Nonetheless, Lego seems to be doing well. An article in last week’s Sunday Age notes that the company faced bankruptcy in 2003, but has bounced back. And I know that when looking around Chadstone on Monday night for Lego for my nephew Leo for Christmas, some of the Lego shelves in Toys R Us, Myer, David Jones, Target and K-Mart were looking a bit empty.
And I’m not going to pretend I didn’t wish I was buying some for myself. (That Lego train set 7938 looks rather good.)