Midco Toys is working with the Burton Mail and a number of suppliers on a six-month promotional campaign. The campaign kicked off with Playmobil, which allowed readers in the Burton-on-Trent area to exchange collected tokens from the local newspaper, The Burton Mail for a free England football player.
The second toy was a free Lego City Police ATV vehicle, with demand so high that stock was rapidly claimed by customers redeeming their vouchers on Saturday morning on a first-come, first-served basis. With the promotion continuing right up until Christmas, Midco Toys is helping parents to add some extra stocking fillers this year.
Ed Harvey of Midco Toys said: “The popularity of Lego keeps growing, and with the release of the recent movie it’s recaptured adults and children’s imaginations. Sadly it is a case of ‘while stocks last’, and we couldn’t have expected so many people to be waiting outside of our store first thing.”
David Middleton, managing director, added: “Lego is possibly our biggest brand in store and we knew that the Lego promotion week would be huge. However, it still exceeded our expectations. Customers love free stuff, and it doesn’t come better than free Lego.”