OREANDA-NEWS. DIXY has taken stock of a large-scale project known as "Farmer's Yard" and covering over 1,600 "neighborhood" stores in Moscow, Moscow Region, St. Petersburg and cities in the Northwestern Federal District. Based on the results of the initiative during which special stickers were exchanged for toys, the customers became the happy owners of 2.7 million cuddly toys - 16% more than the retailer's forecast.

Last year, the widespread response among the customers of regional neighborhood stores - at that time, 400,000 people got their toys - prompted an expansion of the project to cover residents of metropolitan areas, too.

This year, "Farmer's Yard" has undergone an evolution: the "farm" animals were joined by a newcomer, a billy goat, one of the symbols of 2015, and all of the toy animals got funny names of their own. The ewe christened Gabby Tanyushka emerged as the most popular toy: she was chosen by more than 620,000 customers; last year's leader, a cuddly donkey, finished second this time, with over 566,000 customers.

In the course of the promo action, its participants posted an increasing number of messages in the social networks: every day, people displayed photos of the toy animals, exchanged special tabs, told their stories and showed their collections. Compared to last year, the number of messages from users increased 16.5 times over. Notably, the enthusiasm grew as the program developed. Compared to November, the month the action began, as it ended in March, the number of messages quadrupled. Almost one-half of all messages about DIXY in the social networks were devoted to "Farmer's Yard".