Sainsbury’s LEGO trading cards promotion to return

LEGO trading cards are coming back to Sainsbury’s, this time themed around food from around the world.

After taking a year off, Sainsbury’s is collaborating with the LEGO Group again on a new trading card promotion. Starting on September 16, fans will have six weeks to get a pack of trading cards for free with every £10 spent at the supermarket chain. There’s also be an album to buy for collectors to store the cards in, priced at £2.50.

There will be 140 cards to collect in total, Retail Times reports. This time around the theme will be foods from around the world, with minifigure characters Lily and Sam going on a journey to find out where different ingredients come from.

Previous LEGO trading card promotions have been successful for Sainsbury’s with 400 million cards given out last time and one million albums sold.

 “Each year LEGO Cards and Collectors Album have proven incredibly popular amongst children and adults alike – really capturing kids’ imaginations,” says Mark Given, Chief Marketing Officer for Sainsbury’s. “It’s important to teach children about nutrition and healthy eating from a young age, so we can’t wait for our latest release, helping bring the importance of food and diet to life in a really fun and creative way.”

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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