Target, Lego Make Shoppers Hunt for Licensed Merch
Target and Lego Group teamed to stage an in-store Star Wars: The Last Jedi scavenger hunt ahead of the Walt Disney Co. film’s Dec. 15 theatrical release.
The event was held on Nov. 18 at select Target stores and hinged on in-store displays depicting Star Wars droid BB-8 that guided participants, instructing them to match Lego Star Wars characters with their respective ships. Participants received a free double-sided Lego poster and coupon. In-store stanchion signs, a display ad within target.com and a feature in the retailer’s Nov. 12 circular supported.
This isn't the first time the retailer and manufacturer have partnered to stage in-store scavenger hunts, previously hosting events:
- on Feb. 18 to tie in to Warner Bros. Animation's Feb. 10 theatrical release of The Lego Batman Movie.
- on Sept. 30 to tie in to WB's The Lego Ninjago Movie Sept. 22 release.
Participants at those events received free merchandise such as keychains. Endcaps and circular features supported.
Target unveiled hundreds of new Star Wars merchandise, including Lego toys, at midnight Sept. 1 for the second-ever observance of "Force Friday."