Last year, the nation collected 100 million packs of LEGO cards in just six weeks with online searches for the product soaring by 243%, making it Sainsbury's most popular toy of 2017.
Today, the retailer announces their much-anticipated return, with the launch of the new LEGO cards and official collector’s album, available exclusively in-store and online from 28 August.
In a bid to inspire creativity through play, this year’s cards will allow children to join their favourite Minifigure characters on a journey throughout history, helping them to learn about incredible inventions in a fun and engaging way.
What’s more – it’s easy to kickstart a collection! All fans need to do to get their hands on them is head down to their nearest Sainsbury’s or shop online. For every £10 spent1, customers will receive a free four-pack of cards.
The collector’s album, available for £2.50, helps to bring the cards to life and even comes with two free packs. Plus, super-fans can top up their collections by picking up a pack of four cards for 50p from their nearest Sainsbury’s store.
The launch comes as new research unveils a generation of ‘Collector Kids’, with nearly half (48 per cent) of children boasting two to three collections on average, with cards topping the list as the most collected and wanted item (39 per cent).
Collector Kid, Emma Gill, aged six from Leeds, comments: “I love my LEGO cards and built my collection in record time. It is fun to count all of the numbers on the cards and I can easily spot repeats, which I trade for new ones. My school friends and I would swap LEGO cards in the playground and I would also play at home with my sister. I am so excited to start collecting again to see the new album and cards!”
To further help enthusiasts collect their cards, Sainsbury’s will host swap shops in its in-store cafes across the country, to help bring fans together and make those crucial swaps needed to complete their 140-card collection.
Kids are invited to embark on their LEGO cards journey now, but collectors must be quick, as they will only be available until the 8th October.