This weekend saw Lego, the children’s toy bricks brand link up with The sun in a product promo.

The campaign sees Lego being promoted in a paper carrying a topless woman on page 3, countless stories of celebrity misbehaviour or sexual prowess (Towie star looks red-dy to bust out of Sexy Halloween costume, Tom Daly posts naked Twitter picture etc).

Again it’s an example of marketeers needing to look beyond circulation figures and exposure and thinking a bit about the brand values their product embodies and how these might be impacted by the media they use to promote it.

Take a look at the Lego brand values, and match them against the standard fayre of The Sun. If there’s anyone out there that can square these I’m all ears!

Of course I could be wrong and Lego are about to change their name to Legover, and launch a new set of toys complete with topless Pamela Anderson figure.