Woolies introduces its own collectable minis and one retail expert says it’s a winner

The latest collectables campaign was released over the weekend and a retail expert outlines why it’ll be the winner.

Woolworths has jumped into the ring to compete with the collectables craze and retail expert Gary Mortimer has predicted it will outshine the latest instalment from its fierce rival.

The supermarket giant was left flat-footed when Coles rolled out its Little Shop campaign last year and few could have predicted how profitable the collection of miniature grocery items would be.

Shoppers went crazy for the collectable mini grocery items.

Coles released its latest offering this month through a partnership with the Healthy Kids Association with 24 mini fruit and vegies, dubbed Stikeez.

Coles' Little Shop 2.0, named Stikeez.

The Little Shop promotion allowed Coles to temporarily overtake its fierce rival for like-for-like sales growth and had Facebook groups popping up dedicated to swapping the toys.

Woolworths confirmed over the weekend it would release its own version to cash in on the collectables craze, Disney Words.

Woolworths’ instalment of the craze is more interactive.

From Wednesday, its customers will be able to collect one of 36 tiles featuring Disney characters with every $30 spent at the supermarket.

Disney characters from films including Aladdin, Frozen and Toy Story will be pictured on one side of the tile and a letter or symbol on the other which can be used for multiple word play games.

On one side is a Disney character and on the other is a letter or symbol to be used in the game.

The series offers a chance to win one of 10 trips for four people to Disneyland Resort in California.

Queensland University of Technology retail expert Dr Gary Mortimer says the Woolworths version will out play the Stikeez model. And here’s five reasons why:

GREEN

A continuing criticism of supermarket collectables campaigns is the hypocrisy of banning plastic bags, only to give away hundreds of thousands of little plastic toys the following month.

Coles rightly defended this critique by reiterating the Little Shop collectables were exactly that, designed to be collected, not discarded. They even came with their own collector’s case.

After a fairly lack lustre Christmas Pop-outs program, Woolworths has thought long and hard about this counter attack to Coles’ successful Little Shop.

Ensuring their Disney Words are predominantly made out of tin plated steel and even the paper wrapper they come in are both recyclable via any kerbside recycling bin, is a smart move.

BRAND

Disney, like Marvel and Pixar, characters will always trump a parsnip with a face.

Linking Woolworths’ collectables to Disney film titles is a smart move.

While the nostalgia of Mickey Mouse will play out for the mums and dads, including Disney princesses and contemporary characters from Frozen, Toy Story, Moana, Cars and The Incredibles will attract a wide variety of children.

PLAY

What worked with Coles’ Little Shop was the element of play.

Doll house kitchens were now filled with real brands in the pantry and kids were engaged in imaginative play with mini groceries and household items. Little Shop products were even popping up in classrooms, as teachers used the collectables to teach maths, drama and social studies.

Stikeez doesn’t offer the same experience. However, a mini Princess Elsa or Buzz Lightyear will have kids once again engaged in play and pestering parents for more.

EDUCATION

Another element that parents and educators will love is the words that will be formed by the collectable letter tiles.

As any parent knows, it is hard enough to get the kids to read their sight words or complete their spelling lists.

However, using colourful images with their favourite characters on one side, and letters on the other, on a Scrabble-style board, will win favour with parents and teachers across Australia.

CHANCE

It’s not all about pester power, there is something in this for the mums and dads also.

Adding an element of chance in the form of a Willy Wonka Golden Ticket-style tile.

The Disneyland castle tile — if found — will result in a VIP trip for four to the Disneyland Resort in California.

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