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."