LEGO Friends to embrace home sampling

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.
Publish date:
Social count:

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.”


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.