Lego have invited 5 agencies to pitch for their £175,000 account, to strengthen their brand credentials. At a time when 'snazzier' toys with batteries or on computer screens are competing with this very traditional brand, what would you do for Lego (and for £175K)?

Interestingly the biggest publicity Lego are likely to get this year probably wasn't prompted by their PR agencies at all: James May (Top Gear) is building a Lego house. A full size Lego house he plans to live in. Check out the Daily Mail (perhaps the first and last time I will link to this rag) for the story. Now that's the kind of creative thinking we're after....