The LEGO Group has confirmed that its store calendars will not return in 2022, but it’s already come up with an alternative way to signpost new promotions and events.
A message reportedly communicated by the company’s customer service department earlier this week suggested that the monthly store calendars are no more, and we’ve yet to see one for January 2022. The LEGO Group has now confirmed via the LEGO Ambassador Network that the flyers have indeed been cancelled, primarily in response to constantly changing restrictions around the pandemic.
According to the LEGO Store team, developing the monthly calendar has proven challenging over the past few months, as illustrated by December’s especially bare flyer. That’s apparently in relation to in-store events and activities, which could change on the fly as stores around the world face local restrictions amid the ongoing pandemic.
The response from the LEGO Group doesn’t touch on the availability of gifts-with-purchase, but it’s not hard to imagine that that’s also factored into the decision to retire the calendars. December did bring us a handful of gifts-with-purchase in the end, including the return of 40484 Santa’s Front Yard, but the planned 40489 Mr. and Mrs. Claus’s Living Room was shelved ahead of release.
Whether over situations like that one (including the postponement of the three Marvel mechs) or simply due to wider global supply chain issues – plenty of sets are still out of stock or on back order worldwide – it may be equally tricky for the LEGO Group to commit to specific dates for its promotional sets as much as its in-store activities and events.
Fortunately, you won’t need to head down to your local store every day to find out what’s new: the LEGO Group is intending to use its Stores page as a hub for new activities, events and promotions going forward. The goal is to make the landing page a ‘go-to source of knowledge’ for everything happening in the company’s physical stores, which suggests it will be regularly updated.
Given the majority of in-store promos and gifts-with-purchase are also available online, any advance notification of freebies would obviously be welcome, and hopefully communicated through that page. For the moment, you can currently score a free CITY of Friends polybag with qualifying purchases online and in-store. Click here for more details on those.