Yes, the craze is not over yet and we doubt it will be anytime soon. Countdown has just released its latest range of collectables with Disney in what’s been a clever partnership for the supermarket chain, because as we all know, kids (and some developmentally arrested adults) go nuts over Disney. Here’s a look at its latest marketing ploy in the form of projectable cards.
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 Mouse, Snow Whiteand the Seven Dwarfs, The Jungle Book, Beauty and the Beast, Aladdin, The 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 Inc, Finding Nemo, The Incredibles, A 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: www.countdown.co.nz/dominostarsPosted 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.
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?