LEGO Friends is using a two stage sampling format to engage with families in their homes with a new campaign designed by buying specialists Carat.
A fully branded bag will be delivered to homes within selected Argos retail catchment areas, with a call to action to receive a free LEGO Friends sample.
The aim of the sampling is to reach families with children aged five to 15 and households that receive the branded bag will be given the opportunity to opt in and request a free sample by leaving the bag outside.
On receipt of their sample, children can then build the mini LEGO Friends set and interact with the brand in a ‘relaxed and comfortable environment’.
They will also receive a LEGO Friends mini brochure with games and activities and a further call to action to purchase LEGO Friends products from their local Argos store.
“This innovative sampling method is designed to encourage trial, introducing new girls to LEGO Friends and gets them building for the first time," said Robert Pryor, communications planning manager.
"It redefines how we talk to this audience by offering a more direct brand engagement”
Working with TNT Post Doordrop Media, the campaign, which runs throughout the month of May, will cover areas in North West and South East England.
Lindsay Rogers, buying manager for girls toys at Argos added: “This is a great opportunity to offer our customers a unique way to engage with the LEGO Friends brand at home.
"It’s really exciting to be part of a new marketing campaign that has not been trialled on toys before.”