Coles launches Harry Potter inspired sustainable cardboard collectables

Supermarket giant Coles has launched a new range of sustainable collectables inspired by Harry Potter – a year after discontinuing Little Shop range.

Supermarket giant Coles has launched a sustainable Harry Potter inspired collectables range – a year after discontinuing other toys made of plastic.

Coles has partnered with Warner Bros to create the cardboard range, which is 100 per cent Forest Stewardship Council certified.

The series has been called Magical Builders.

Magical Builders will feature 30 characters from both Harry Potter and the Fantastic Beasts franchises, as well as five special edition characters.

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In addition to the characters there are four backdrops – including Hogwarts Castle, Hogwarts Express, the Quidditch pitch and Platform 9¾.

A collector’s case is also available to purchase.

Each item – in line with Coles’ “Together to Zero” campaign – is recyclable.

The toys will be released on July 6, with a free character becoming yours for every $30 spent in one transaction at Coles supermarkets, Coles Online and Coles Express.

The play sets can be purchased for $8.75 to $15.

Coles chief marketing officer Lisa Ronson said: “We wanted to find an interactive and sustainable way for customers to have fun and that will appeal not only to kids, but guests of all ages. We know that Australian fans have been waiting for a Wizarding World collectable campaign like this for a long time, so we are very excited to work with Warner Bros. to bring Coles Magical Builders to life.

“With over 30 beloved characters and four iconic settings available to collect, Magical Builders will allow customers to get creative as they build their magical world – all with the added bonus of being plastic free and recyclable.”

The new collection comes after the supermarket giant discontinued its wildly popular Little Shop collection in 2021 as part of a vow of sustainability.

The collectables were one of the most popular marketing campaigns undertaken by any retailer for years when it first was promoted by Coles in 2018.

The miniature collectables of popular groceries included favourite kids’ snacks such as Arnott’s Barbecue Shapes, Heinz Baked Beans, Maggi 2 Minute Noodles, Campbell’s Tomato Soup, Vegemite and the refreshing Eclipse Mints.

Coles chief marketing officer Lisa Ronson said at the time that while collectable toy programs like Little Shop and Stikeez have been popular with customers in the past, they no longer align with the supermarket’s sustainability ambitions.

“Our ambition is to be Australia’s most sustainable supermarket which means we need to be committed to reducing unnecessary plastic, and this extends throughout our business,” she said.

“We are committed to innovating when it comes to packaging so that where we can’t eliminate packaging and plastic, we are ensuring it’s contributing to the circular economy by being produced with recycled content where possible, as well as being recyclable.”

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