Lego created a large scale advent calendar in Covent Garden (with everything made of Lego – including the themed figurines behind each door) to promote the creativity behind the product in the run up to Christmas.
The concept worked well as they could get repeat visits for the newly revealed model each day, and obviously the hope was that it would inspire kids to see what they could create and drive them (and their lovely parents who hold the cash) to the store.
The only problem was the lack of promotion that was there!
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