EDEKA, a German supermarket chain with its own brick brand, is getting exclusive LEGO “Fun Packs”
I came across this pretty interesting ad today.
EDEKA, one of Germany’s biggest supermarket chains, actually has its own line of building bricks called BLOCKZ — which makes this new promotion even more interesting.
From August 24 to October 17, 2026, EDEKA will apparently be running a major LEGO promotion featuring 8 exclusive “Fun Packs.”
With 5 loyalty points + €5.99, you can get one of the packs, which includes a small LEGO set. The promotion also seems to include collectible cards, a puzzle booklet, a board game and a collectible tin/box.
The sets shown are from LEGO City, Friends, Creator and Ninjago, and they appear to be made specifically for this EDEKA promotion.
The whole thing seems to be so new that even the official website advertised on the page, edeka.de/LEGO, isn’t live yet.
I find the cooperation especially interesting because EDEKA already sells its own BLOCKZ building-brick range, while now also partnering with LEGO for an exclusive loyalty promotion.
What do you think about this collaboration? Cool little collectibles, or just another supermarket loyalty campaign?