The collectables fad has over the last few years taking hold of the nation, with retailers and petrol stations drawing in the masses with their miniature marvels. And while by all rational measures the craze should've run its course by now, Countdown is squeezing the lemon for all its worth by launching yet another round of collectables.
This time the focus is on Star Wars, with the retailer giving away a Star Wars Cosmic Shell with every $20 spent in-store or online at Countdown until 18 September 2016.
The Star Wars Cosmic Shells feature characters, planets and vehicles from The Force Awakens and original Star Wars films, divided into the light and dark side.
Previous Countdown collectables campaigns have focused predominantly on kids' interests (Dreamworks heroes and super animals), but by tapping into the Star Wars craze, the retailer is hoping to stretch the appeal of the loyalty campaign beyond young'uns.
"The new Star Wars Cosmic Shells offer parents and grandparents a chance to share their love of Star Wars with the next generation of fans," says Countdown general manager of marketing Bridget Lamont. "We believe the Cosmic Shells are a must-have for any true Star Wars fan."
In anticipation of the desperation of Kiwis to complete their collections, Countdown will also be hosting swap-meets at stores in September. Here's to hoping that it doesn't result in a black market of illicit trading.
While we're on the topic of a Star Wars-themed promotion, here's Stephen Colbert sharing his views on the forced marketing integration that often accompanies the release of a new Star Wars film.