Swapit's Minifigures campaign results revealed

Kids earn 3.4 million Swapits by collecting virtual versions of the Minifigures.
Publish date:
Social count:
5_Swapit Minifigures.jpg

During Swapit.co.uk's Lego Minifigures campaign, kids earned £50,000 worth of Swapits - over 3.4 million of them.

Lee Veitch, head of advertising at Swapit.co.uk, said: "Lego Minifigures has proved massively popular with kids, but this time round Lego and Swapit created the ultimate campaign to make it bigger and better.

"And the results speak for themselves, the fact that the number of Minifigures found on the site increased by 150 per cent on the last campaign, and the number of sawpits earned increased from 1.3 million to 3.4 million."

During the promotion, users were encouraged to find and collect virtual versions of the Lego Minifigures, the UK’s current number one toy (NPD YTD April), on Swapit.co.uk and a selection of popular kids' websites.

The collectors were directed to the partner sites of Cartoon Network, Disney, Nickelodeon, Match, Doctor Who and CITV, where more of the virtual characters were hidden.

Veitch said: "The high levels of animation that were used also reflected each Minifigure’s character and really helped bring the characters to life. Lego Minifigures have been a runaway success, with 2.7 million sold last year alone – this was the next stage of the campaign as the cult following amongst kids grows from strength to strength, it’s been a run away success."

Danielle Brazier from Lego Minifigures, said: "This campaign has allowed us to engage with consumers in a way that has added additional layers of play experience and value for them. 

"Tasking kids with a virtual Minifigure hunt got them thinking about the characters they wanted and prompted collecting behaviour. This strategy also enabled us to bring relevance to Lego in the digital world, which is a key focus for us moving forward.

"The results of the campaign have exceeded expectations and been a key driver in helping Lego Minifigures to become the best selling toy of 2011 so far."


Lego minifigure.png

LEGO Minifigure: Anatomy of a blockbuster toy

The number of LEGO Minifigures made equates to more than half the world’s population. Four are sold every second, and 18 million have been sold in the UK to date from series one to ten. How can a small figure be such a big hit? Dominic Sacco questions LEGO Minifigure brand manager Harry Harrison

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.