The Challenge

To re-invigorate the K’NEX construction brand within today’s ultra-competitive toy market.

The Idea

Appeal to the competitive nature of kids with our K’NEX Big Thing campaign, using TV ads featuring a succession of boys trying to outdo each other with their increasingly outlandish creations

The Result

Initial trade screenings have helped secure retail engagement with all major retailers. Live broadcast TV screening begins in July 2014.

This new TV commercial...captures the unique qualities of K’NEX perfectly, and will play a vital part in our marketing programme as we step up activity to connect with core customers.

Paul Fogarty, Managing Director, K’NEX UK

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