Midco Toys is working with local paper, the Burton Mail, and a number of suppliers on a new six-month promotional campaign.
Kicking off today (Monday, June 30th), readers in Burton-on-Trent will start to collect tokens from the local newspaper to claim a free Power Rangers Battle Morphin action figure.
Every two weeks a new toy will be given away free to readers who collect tokens during the week. Future giveaways include a LEGO City Police ATV, Orchard Toys Snap Game, the Nerf Jolt Gun from Hasbro and Disney Princess Magiclips from Mattel.
The vouchers have to be redeemed at the weekend, ensuring that customers come into the store regularly.
Graham Hancock from Midco Toys commented: "We are very grateful to our suppliers for ensuring there is stock available for us to run the campaign. Their support has made this possible."
MD David Middleton added: "This is going to be great publicity for us locally. Who doesn't love free toys?"