Walmart Positions Lego Exclusives as 'Easter Treats'
What’s new: Walmart is promoting exclusive Lego playsets as Easter gifts.
What we saw: A pallet display in stores promises “Easter treats in all shapes & surprises.” It stocks a $15 Lego Creator Springtime Animal PlayPack and a $19.95 Cute Bunny set, both of which are only available at Walmart.
A pallet display from Lindt & Sprüngli’s flagship brand positioned near the front of stores encourages shoppers to “Make Easter moments,” while an endcap stocks jumbo bunny plushies and Easter baskets.
Supporting activity: Walmart promoted both Lego SKUs in a March 20 Facebook update linking to a Walmart.com page to purchase the Cute Bunny set. That set will be spotlighted along with a LEGO Botanicals bouquet building set for adults in an April 4 “Wow-Worthy Gift Baskets” Walmart Live interactive shopping event. The stream will also plug Easter items from Hershey Co.’s Kit Kat, Mondelez International’s Cadbury and Frankford Candy & Chocolate Co.
More context: Lego often gives Walmart exclusive SKUs, including a Oracle Red Bull Racing set released on March 1 as part of the brand’s second annual line of F1 collectibles. Walmart showcased the collection with a March 6 Instagram update and a carousel ad on the Lego brand page within Walmart.com. Lego gave Walmart an Aston Martin Aramco F1 car when it released its first collection in June.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
