Coles takes on Woolworths with new collectables range

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·News Reporter
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Coles is bringing a little magic to stores across Australia with the launch of the supermarket's first sustainable collectables range, Magical Builders.

The Magical Builders range is set to arrive in stores next week, offering 35 characters from the Harry Potter and Fantastic Beasts franchises – including fan favourites Harry, Ron and Hermione.

Coles representative Lisa Ronson holds Magical Builders collectables
Coles is bringing a little magic to stores across Australia with the launch of the sustainable Magical Builders collectables range. Source: Supplied

The supermarket giant has partnered with Warner Bros. Consumer Products to launch the 100 per cent Forest Stewardship Council (FSC) certified cardboard collectables, which are fully recyclable.

Gryffindors, Hufflepuffs, Ravenclaws and Slytherins will enjoy creating their own magical world with four, recyclable play kits depicting iconic "Wizarding World" settings, including Hogwarts Castle, the Quidditch Pitch and Platform 9¾.

From Wednesday July 6, all Coles customers will receive a free Magical Builders character with every $30 spent in one transaction both online and in-store at Coles supermarkets.

Enthusiastic collectors can also purchase the recyclable play sets individually from between $9.75 and $15.

Coles representative Lisa Ronson with shoppers in Harry Potter outfits holding Magical Builders collectables
From next week, Coles customers will receive a free Magical Builders character collectable with every $30 spent in one transaction. Source: Supplied

Coles to 'bring a bit of magic into Australian homes'

Coles Chief Marketing Officer Lisa Ronson said: "Coles is thrilled to work with Warner Bros. Consumer Products and one of the world's most beloved entertainment franchises to create an Australian-first collectable campaign."

Ms Ronson said that Coles wanted to find an "interactive and sustainable way" for customers of all ages to enjoy the collectables.

"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."

Coles supermarket at night
Coles wanted to offer an interactive and sustainable way for customers to enjoy collectables. Source: Getty

'Together to Zero': Coles stops giving away plastic toys

The launch comes almost one year after Coles announced plans to stop giving away plastic toys as part of the retailer's "Together to Zero" sustainability initiative, which pledges to make all of Coles' own-brand packaging 100 per cent recyclable, reuseable or compostable by 2025.

Meanwhile, Forest Stewardship Council CEO Damian Paull said that the FSC is "proud to partner with Coles" and delighted to bring the Wizarding World characters to life in an environmentally-friendly way.

"Together, we bring about positive change by providing forest-friendly alternatives to plastics. The Magical Builders range is made with responsibly sourced FSC-certified materials, helping to protect our forests for future generations," said Mr Paul.

Coles collectables to rival Woolworths Fix-ems

The Magical Builders collectables will rival competitor Woolworths' own sustainable play collection, Fix-ems, which is set to launch the same day in partnership with Disney.

Woolies' Fix-ems are reusable woven patches that can be adhered to surfaces or permanently ironed onto fabrics, like clothing, pencil cases, skateboards or water bottles.

Shoppers will receive one Fix-em with every $30 spent, plus the opportunity to collect more with participating products.

The Fix-ems range will feature characters from Disney, Pixar, Marvel and Star Wars franchises, including Minnie and Mickey Mouse, Lightning McQueen, Dory, Spider-Man, Groot and Darth Vader.

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