A lucky piece of publicity in the run-up to Christmas or a deliberate publicity stunt?
That's the question on the lips of the PR profession, after a six-foot Lego man was washed up on a south coast beach, prompting a tide of media interest in the giant children's toy.
No one has yet been able to explain the mystery of how the huge Lego model turned up on Brighton beach, but the local kids aren't complaining- who are having a whale of a time playing with the red, green and yellow toy.
And the Danish toy manufacturer won't have much reason to complain either. Brighton's newest celebrity is sure to spark a wave of interest in Lego, just as the shops are gearing up for the Christmas rush. The serendipitous timing may well be a lucky coincidence for Lego.
But rumours are rife that it could be a fiendishly clever ploy by its publicity team, just at a time when the Lego man celebrates its 30th anniversary.
Brighton and Hove City Council confirmed that it had no idea how the model got there.
The council said it was happy to allow the toy to remain on the beach, but would be keeping an eye on it.
Meanwhile, Lego will be keeping a keen eye on its sales figures.
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