Google has 5,000–6,000 ads on record for lego.com in Denmark. ppcspy has fetched the 80 most recently shown: 49 search ads, 1 banner and 30 videos.
Industry: Sports & leisure
Paid by: LEGO System A/S (51), APX Trading Ltd. (13), Publicis Media UK Limited (7), Precise.tv Limited (5), LEGO Brand Retail, Inc. (3)
Strategy profile
LEGO bets on the most-viewed Star Wars and Ninjago ads, while videos from other payers are unread
- Pressure
- Among the retrieved ads, LEGO System A/S gets by far the most views: the 'Nye LEGO® Star Wars™ sæt' search ad and the Ninjago videos on YouTube lead. Views come mainly from search and YouTube, and read texts cover all views.
- Messages
- Audience of the search ads, weighted by impressions: consumers 100%. The most-viewed ads are about Star Wars, Ninjago and Marvel sets, and about exploring the series and building your own masterpieces. Recurring phrases include 'eksklusive sæt', 'LEGO® Insiders-bonusser' and 'den officielle LEGO® Shop'. The clearest difference between payers is that the videos from APX Trading, Publicis Media and Precise.tv are unread.
- Offers and CTA
- Most ads have no concrete offer, while gift with purchase, free shipping and express delivery appear in a few. The dominant call to action is 'Shop nu' and 'køb nu på LEGO.com'.
- Rhythm
- Launches per month show 20 in October 2026 and 13 in November 2026, against 0 in most months of 2025, and the new Christmas gift ads start in October and November 2026.
- Who runs what
- LEGO System A/S: 39 ads (34 search ads, 5 videos), up to 628K impressions, mostly on Google Search; copy read in 39 of 39. Mainly shows product ads for Star Wars, Ninjago and Marvel sets, urging shoppers to buy on LEGO.com. Example: 'Nye LEGO® Star Wars™ sæt - Den officielle LEGO® Shop'. APX Trading Ltd.: 13 ads (13 videos); copy read in 0 of 13. Shows Ninjago videos such as an anniversary trailer and a season trailer, highlighting the series and its characters. Example: '🎉 Vær med til at fejre 15 år med LEGO NINJAGO I Trailer'. Publicis Media UK Limited: 7 ads (7 videos); copy read in 0 of 7. Precise.tv Limited: 5 ads (5 videos); copy read in 5 of 5.
The text is written by AI from the ads.
Fetched 2026-11-10.
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