An agency that develops collectibles-based loyalty programmes has opened a London office.

Glow Europe - which launched the Bumpeez toy brand last year - creates promotions that give away collectible toys, trading cards or coins when shoppers spend in store. The mechanic is popular in Europe, where Glow has worked with Carrefour and C100.

Morrisons has run similar promotions - but not through Glow - and this month kicked off a push offering Disneyland Paris collectible cards.