Terrific Lego promotion in The Times

I like the executing of a Lego promotion in The Times newspaper in the UK. They are clear on terms.

The offer is good. It is pitched in a way that does not distract too much from the front page. However, they only partner with selected stores.

They have solid terms and conditions deep inside the newspaper.

The offer runs multiple days like they do in Australia.

The connection with Lego is interesting as they run on a planned scarcity model. Retailers rarely get the volume they order. So, promoting a brand that is reasonably hard to get all of what you want is odd. That said, I do like this promotion. I suspect it will sell newspapers.