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Starwood Links Up With Lego

Author: Bill Barnett. Category: Hotels. Posted: 2nd Aug 2015

A global alliance has been announced between Starwood's Le Meriden brand and Lego.

All children staying at the group's hotels up to age twelve will receive a free Lego toy.

A key driver of the initiative is Le Meridien's strategy to generate loyalty amongst traveling families.

Expect more global chains to follow the move, given the propensity of hotel group derivative behavior.

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