Welcome to the automated Brand Tracker diaries.
LEGO has hidden 333 brick plates in stores around the world
Goal: Engage fans in a physical treasure hunt for collectible items
Media: Social media, physical stores
Summary: LEGO Group has hidden 333 LEGO brick plates in vinyl stores worldwide, launching a global treasure hunt for fans of Olivia Rodrigo, who must follow clues released on social media to discover the locations. The campaign began on July 27 and includes a unique store installation made of over 110,000 bricks, along with a recently announced collection inspired by Olivia Rodrigo's music. The treasures are available for purchase starting August 1.
Good for you, resellers, it’s just one yen
Source: https://www.advertimes.com/20260714/article550523/
Goal: To prevent reselling and ensure fair distribution of collectible cards
Claim: Buying ONE PIECE cards at 1 yen and 5 yen
Media: Social Media (X)
Summary: The article discusses a unique buyback strategy by TSUTAYA Himeji Hiromine Store concerning the ONE PIECE collectible card included with the July 13 issue of Weekly Shonen Jump. In response to high demand and resale activities, the store announced a buyback price of 1 yen for the regular version and 5 yen for the deluxe version of the card. This pricing decision, set by the head office, aims to discourage reselling and was met with significant attention on social media.
FIFA will sell the grass from the 2026 World Cup final
Goal: To sell limited edition pieces of the final match grass as collectibles.
Claim: A piece of the iconic pitch available for fans.
Media: Official FIFA store, British company KeepStub
Summary: FIFA is selling limited edition fragments of the grass from the 2026 World Cup final, priced up to $3,000. Each piece comes with a video certification of authenticity and a presentation box. The collection includes exclusive versions with additional memorabilia and aims to generate close to $10 million in revenue from the sales, with shipments beginning after the tournament.