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Six-month local press promotion gets off to a flying start.

Midco and Burton Mail give away 400 LEGO sets in under three hours

Midco Toys’ six-month promotional campaign with the Burton Mail has got off to a flying start.

The event kicked off with Playmobil, which allowed readers in the Burton-on-Trent area to exchange collected tokens from the local newspaper for a free England player.

The second toy that customers could claim was a free LEGO City Police ATV vehicle – and the demand was apparently so huge that stock flew out of the door.

The vouchers were redeemed Saturday morning and were on a first come, first served basis.

"The popularity of LEGO keeps growing and with the release of the recent movie it’s recaptured adults and children’s imaginations," said Ed Harvey from Midco Toys. "Sadly it is a case of while stocks last and we couldn’t have expected so many people to be waiting outside of our store first thing."

David Middleton, MD of Midco Toys, added: "LEGO is possibly our biggest brand in store and we knew that the LEGO promotion week would be huge, however it still exceeded our expectations."

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