Mad Hatter's Lego Trail at The Chimes

 


The Background

In April, we launched our Easter campaign the ‘Mad Hatter’s Tea Party & Trail’, across the centre and digitally, to support tenants with Easter promotions, to help drive footfall to stores and restaurants.

The event was fully booked over the entire duration of the 3 weekends of April, which saw over 1000 children participate in our Mad Hatter’s Tea Party Trail.

These included our sensory sessions, offering those with sensory needs the opportunity to join in the Mad Hatter’s Tea party event, with lower noise levels etc, supported by Hillingdon Autistic Care & Support.

The team from Hillingdon Autistic Care & Support joined us on Saturday as part of Autism Awareness Month and raised over £700 for Hillingdon Autistic Care & Support.

The Technology

Our Lego Trail was linked digitally to Darius and was engaged with 4,005 times, with almost 1,000 chocolate treats given out over the course of the trail. Although the trail was primarily created for children and families, the Lego trail was also visited by Lego adult enthusiasts specifically to look at the Lego models, and The Chimes was featured by Lego fan pages.

The Results

  • Toytown had a very successful April, being up on last year by 17%, exceeding their target.
  • Toytown believes that the 26% increase in Lego sales was a direct result of our trail, with footfall to sales conversion the highest they have seen since the store opened.
  • Footfall on the lower mall was up +14.9%, +19.8% and +14.8% over the course of the 3 weekends of our event, with an increased capacity for the car park, with dwell time tripled.


Mad Hatter's Lego Trail at The Chimes
Mad Hatter's Lego Trail at The Chimes
Mad Hatter's Lego Trail at The Chimes
Mad Hatter's Lego Trail at The Chimes
Mad Hatter's Lego Trail at The Chimes
Mad Hatter's Lego Trail at The Chimes
Mad Hatter's Lego Trail at The Chimes
Mad Hatter's Lego Trail at The Chimes