Get ready parents, Countdown has launched its latest collectables

  • News
  • April 5, 2016
  • Holly Bagge
Get ready parents, Countdown has launched its latest collectables

The collectable craze has been rampant in supermarkets for a few years now, and I myself, being the oldest of five (with the youngest of my siblings being seven), have witnessed the obsession. I have seen the fervour in my siblings’ eyes as they rip open the packaging of the latest collectable fad to either be overjoyed, or slumped into an adult-like depression because it’s an item they already have.

Countdown’s ‘Disney Movie Stars’ range will “take Kiwi kids on a magical journey through popular Disney animated films”, according to a release.

The release says the packs are given away “for free” (but not really for free), with every $20 spent in Countdown, and feature a Disney character sticker, and a card designed to be used in a projector. 

Each card includes four projectable frames from a scene of a classic Disney tale, which can be viewed through the mini Countdown projector, which is an additional $10.

A collector’s tin is also available for $4 as well as a collector’s album for $8, to store the cards.

There are 42 cards and stickers to collect, so parents, be prepared to triple your supermarket visits. The cards feature scenes from Mickey MouseSnow Whiteand the Seven DwarfsThe Jungle BookBeauty and the BeastAladdinThe Lion King and Frozen.

Countdown will also be hosting swap-meets at stores throughout New Zealand in May, where shoppers can trade cards and stickers to complete their collection.

An ad for the campaign has been released via Leo Burnett.

The supermarket chain’s partnership with Disney has been a strong one, with Countdown general manager marketing Bridget Lamont saying it's had an incredible response from shoppers with Disney collectables.

“We’ve had an overwhelmingly positive response to our previous collectables and we anticipate Disney Movie Stars will be a hit too.”

Lamont says Disney Movie Stars cards feature classic Disney stories adored by all generations, as well as modern classics that are a hit with kids today.

“Storytelling encourages imagination, creativity and togetherness. Disney Movie Stars offers Kiwi families the chance to re-tell stories in their own words, while the projector adds a unique and interactive alternative to the traditional bedtime book,” she says.

Disney general manager consumer products and retail for The Walt Disney Company Australia and New Zealand says Disney is delighted to join with Countdown to offer the programme.

“Beginning with Snow White in 1937 through to Frozen, the top-grossing animated film of all time, Disney’s classic films continue to enchant adults and children alike."

The collectable packs will be available until 15 May.

Countdown’s previous marketing ploy with Disney was its Disney Pixar collectables, Domino Stars, which featured 50 dominoes with characters from movies like Toy Story,Monsters IncFinding NemoThe IncrediblesA Bug’s Life, and others. Customers received a domino with every $20 spent in-store or online.

Countdown also worked with the Dreamworks' franchise for a previous campaign.

Have you seen how cool Domino Stars are? You'll get one Disney•Pixar domino FREE with every $20 you spend at Countdown and there are 50 characters to collect. So race in faster than Lightning McQueen and start collecting today! Click here to find out more:

Posted by Countdown Supermarkets on Thursday, 30 July 2015

As we’ve mentioned before, there’s been questions around the morality of these kind of campaigns targeting shoppers through their children.

And there’s been a bunch now — Countdown’s previous campaigns, New World with itsLittle Shop and Little Kitchen campaigns and Z Energy got into the action with its DC Blokhedz.

GoodSense managing director of marketing business Kath Dewar criticised Countdown after the launch of its DreamWorks’ campaign, raising environmental concerns over the obsolescent nature of collectables.

She also said in the UK, research showed £2billion (NZ $3.82billion) a year is spent by parents on things they don’t need as a result of ‘pester-power’.

While these schemes aren’t new, with most Kiwi kids having grown up with them in their Happy Meals or in their Weetbix boxes, even fast food chains have become more responsible.

In April last year Burger King dropped the toys that accompany kids’ meals after stopping the televised advertising of meals targeted at children.

So while the fad continues, should it last?

This story originally appeared on StopPress.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Automation will help retailers focus on customers

  • News
  • June 19, 2019
  • The Register team
Automation will help retailers focus on customers

More than 100 retailers have gathered at Freedom Furniture’s new Newmarket flagship to consider what the upcoming wave of automation technology offers for the industry. Speakers included Pier Smulders from Alibaba Group and Soul Machines’ Hilary O’Connor.

Read more

A guide to the four favourite business f***-ups I've made

  • Opinion
  • June 18, 2019
  • Wendy Thompson
A guide to the four favourite business f***-ups I've made

Wendy Thompson is the founder and CEO of the successful social media marketing agency Socialites, and has 16 years digital marketing experience in some of New Zealand's top advertising agencies. However. that doesn't mean she hasn't made her fair share of mistakes in her career. Here, in her typically colourful way, she shares four mistakes she's learnt from all her years in business – and the important lessons she learnt from them.

Read more

The Kiwi start-up making edible coffee cups a reality

  • Design
  • June 18, 2019
  • Sarah Dunn
The Kiwi start-up making edible coffee cups a reality

The vanilla-flavoured, sog-resistant edible cups produced by Auckland company Twiice were four years in the making, but now they’re on the menu at Auckland cafes. We gave them a taste.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Alibaba runs its Ecommerce Expo in New Zealand for the first time

Chinese conglomerate Alibaba Group reported revenue of more than US$56 billion this year, and in it owns the world’s largest online B2B trading platform ...


The beauty of it: From start to success with cosmetics mogul Rowena Roberts

  • News
  • June 14, 2019
  • Courtney Devereux
The beauty of it: From start to success with cosmetics mogul Rowena Roberts

Rowena Roberts had zero experience in retail when she propositioned Estée Lauder to allow her to open a MAC Cosmetics store in New Zealand. Now, over 18 years later through her business Red Honey Cosmetics, she has sold luxury brands Jo Malone London, Bobbi Brown and MAC in New Zealand successfully. The cosmetics mogul talks to us on the most important aspects of running her businesses, and why no one should ever be afraid to do the literal dirty work.

Read more

Spread the word: Pic’s Peanut Butter World opens

If all the world’s a stage, Pic’s Peanut Butter World is no peanut gallery.

Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit