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Toys R Us touts Lego in 'Bricktober' promotion

By Staff -- Playthings, 10/1/2009 10:09:00 AM

WAYNE, N.J.—Toys R Us today launches a a month-long Lego promotion dubbed “Bricktober.”

“‘Bricktober’ celebrates the influence that Lego continues to have in building kids’ imaginations and the value that it offers to parents in terms of quality and longevity of play,” said Richard Barry, Vice President, Divisional Merchandise Manager, Toys R Us, U.S. “With hundreds of sets to choose from, at a wide variety of price points, Lego products offer affordable fun for the whole family at a wide variety of prices to fit any budget.”

Every week during the month of October, Toys R Us will offer savings on all of its Lego products. Deals include an initial offer of up to 30 percent off select Lego products, plus additional specials on more than 230 Lego construction sets between October 4 and October 10. In subsequent weeks Toys R Us stores nationwide will follow up with special offers, in-store events, gifts with purchase and additional pricing deals.

“Bricktober” will also see Toys R Us will host dedicated Lego boutiques in every Toys R Us store. The stores will feature “dozens of differentiated Lego products that can’t be found anywhere else,” including the Star Wars Fan’s Choice Anniversary Edition Home One Mon Calamari Star Cruiser, a set spotlighted in TRU’s 2009 Hot Holiday Toy List; Digital Blue’s Lego Stereo Boom Box; Lego City Cargo Plane; and Lego Belville Horse Stable.

Toys R Us will support the promotion with a marketing campaign that includes “prominently featured” call outs each week on either the front or back cover of the retailer’s newspaper circulars.

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