Lego Friends begins sampling with TNT Post Doordrop Media

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Lego Friends is hoping to expand its fan base, with a sampling campaign which will see houses within selected Argos retail catchment areas receive a fully branded bag, with a call to action to receive a free Lego Friends sample.

Using TNT Post Doordrop Media’s sampling format, the Lego Friends 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, said of the campaign: “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.”

Developed and planned by Carat, the campaign households that receive the branded bag will be given the opportunity to opt in and request a free sample by leaving the bag outside.

They will also receive a Lego Friends mini brochure with fun games and activities to inspire recipients and a further call to action to purchase Lego Friends products from their local Argos store.