Lego is determined to ditch its heritage as merely a maker of plastic bricks and is ploughing resources into its new media division.

Lego Media International has shortlisted two advertising agencies to pitch for its multimillion pound business.

For the first time, it is looking for an agency to create campaigns that will run across its key markets including the UK, US and Germany.

Lego Media, which has its worldwide headquarters in London, was set up in 1996 to develop new products for children including interactive software, TV programmes, books, magazines, films and music.

Whichever agency is appointed to the business will play a key role in promoting these ventures.

Lego's objective is to build on the natural fit between Lego play materials and its media products.

Through Lego Media International the company recently set up Lego Media Production and has recruited children's TV executives from both ITV and the BBC.

The new operation intends to develop and invest in a wide range of different projects including entertainment shows, animation, factual programmes and live action.

Lego Media refused to comment.