Databank games and toys: Bionicle Web chronicle.(Lego action figures)(Brief Article)

Advertising Age, August, 2001 by Mand, Adrienne

Action figures that inhabit a futuristic island nation helped catapult Lego ahead of all other toy retailers who purchased online advertising in June. Supporting its e-commerce site, online games and new Bionicle action products with 40.8 million impressions, Lego was well ahead of Amazon.com, whose 18.1 million impressions ranked second, according to research by analysis firm Jupiter Media Metrix.

All of the ads ran in June on the new kids area of MSN's The Zone gaming site. The media buy expanded Lego's strategic partnership with Microsoft Corp., which includes content and ads provided by Lego on the MSN kids channels. Some Lego online games are available at MSN, while the latest ads also lead users to games on Lego.com.

One of the ads features a...

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