• Marketing Week, Thursday, December 3, 2015 6:17 AM

Although Lego is "exploring" partnerships with vloggers, its VP of marketing and consumer experiences Conny Kalcher says it is challenging to do so and still come across as "authentic." Kalcher says the brand wants to avoid generic vlogger tie-ups. "We are definitely exploring doing things with vloggers and bloggers but it will likely be in the adult space opposed to the kids space," she said. "The issue is people are very aware when something is authentic and when something is paid for. Lego has to remain authentic."

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