Lego Minifigures, one of the supermarkets’ bestselling toy lines, is being expanded this summer with an Olympic-themed set of nine figures.
Rolling out from 1 July, the Team GB series the individually bagged figures include a gymnast, a boxer, a swimmer and an archer.
The top-selling toy line in the supermarkets by volume [NPD Q1 2012], more than 10 million Minifigures have been produced for the UK since the range was launched in 2010, and sales have been steady despite competition from a growing range of rival pocket-money priced collectibles.
Distribution of Minifigures - sold through retailers including Tesco, Asda and Sainsbury’s - was recently extended to Tesco’s One Stop chain.
A key reason for the success of the range was its low price, said NPD toy market analyst Frederique Tutt. With an rsp of £1.99, the figures are an ideal impulse purchase and particularly attractive in a recession,” she said.
Mums were delighted to see an offering from Lego in the pocket-money category, added Lego brand manager Danielle Brazier. “The figures can be combined with Lego sets at home and therefore have long-term play value,” she said.
Like-for-like sales were up year-on-year, a trend she expected to continue throughout 2012. “We have seen a pattern of steady sales throughout the year, with peaks driven by school holidays.”
Marketing support for the range had included digital campaigns and a giveaway with the Beano comic but, because of the low price point and high demand, retailers rarely offered price promotions, said Brazier.
The new olympic set was exclusive to the UK - previous series had been identical across the globe and this was the first time one had been created for an individual market. “We are excited to be able to tie in with such a momentous occasion and create something relevant for UK children,” added Brazier.
In addition to the supermarkets, the Team GB Minifigures will be available in Argos, Tesco, WH Smith, John Lewis, Smyths, and Toys ‘R’ Us.
Source
Vince Bamford
