Helping LEGO make new friends with in-home sampling

LEGO Friends breaks new ground in the toy industry as it uses an innovative two stage sampling format to engage with families in their homes.  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.


With the aim of reaching families with children aged 5-15, 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 fun games and activities to inspire recipients and a further call to action to purchase LEGO Friends products from their local Argos store.


The campaign was developed by media planning and buying specialists, Carat. “This innovative sampling method is designed to encourage trial, introducing new girls to LEGO Friends and gets them building for the first time. It redefines how we talk to this audience by offering a more direct brand engagement” says Robert Pryor, Communications Planning Manager.


Working with whistl, the LEGO Friends campaign will cover areas in North West and South East England. LEGO Friends will be the first brand in the toy industry to utilise this sampling method in the UK.


According to Lindsay Rogers, Buying Manager for Girls Toys at Argos “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.”


Representing Whistl, Head of Communications Helen Hall further comments “Using our intelligent approach to doordrop targeting the campaign will reach affluent families within core Argos catchments. Working in collaboration with Argos, we will be able to demonstrate the power of in-home sampling to build brand awareness and drive footfall”.