Just a quick look at a leaflet that is readily available in Germany and Switzerland for Easter 2017. (I assume Austria as well).
It is a big deal over here, almost being pushed at a rate like Christmas where retailers like to ensure that not only do kids get a lot of chocolate but toys as well. Somewhat losing the meaning of the actual day.
Instructions, colouring in and a sticker sheet – quite good for a freebie I think, just to get the creative juices going.
I just don’t see this kind of promotion elsewhere in the world. But you have to remember that LEGO goes up against Playmobil, and they are huge hitters with massive promotions as well – survival of the fittest.