Interpublic’s Golin has landed Lego Americas for integrated brand and product communications after a competitive pitch.

The work also will cover Lego ‘s retail business in the US,. Canada and Latin America.

Lego Americas was looking for a PR partner to help it scale and leverage its innovations and increase share of voice in key markets, according to Michael McNally, senior director/brand relations at Lego Americas.

He praised Golin’s “data-fused approach to traditional media and influencer engagement that, combined with our category leadership, makes us confident that we will add both breadth and depth to our regional PR approach.”

Initially, Golin will drive earned media, extend Lego’s “rebuild the world platform” and handle launches slated for 20202.  It will work to integrate the Lego brand into cultural conversations and increase consumer engagement in real-time.

Matt Neale, co-CEO of Golin, is eager to strengthen the brand’s connection to its core consumers and bring Lego play to more children throughout the Americas.

When the Lego effort kicks off early next year, Golin’s New York, Dallas, Toronto and Mexico City will handle the effort.

Interpublic’s Initiative is the global media shop for Lego group.