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King of the collectables: Why Disney Words will out play Coles’ Stikeez

WooliesDisney_STwo months into 2019 and the “big two” are already battling it out with collectable campaigns to lure shoppers into their stores.

This Wednesday Woolworths is introducing a Disney-themed collectables campaign to rival Coles’ Stikeez which launched earlier this month.

Disney Words by Woolworths is a word play game featuring much-loved Disney characters such as Cinderella, Mickey Mouse and Buzz Lightyear.

Retail expert Gary Mortimer shares five reasons why he believes Woolworths’ Disney Words will be crowned king of the collectables.

1) Going green

A continuing criticism of supermarket collectable 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 lackluster ‘Christmas Pop-outs’ program, Woolworths has thought long and hard about this counter attack to Coles’ successful ‘Little Shop’. Ensuring 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.


2) Big brand appeal

Disney, like Marvel and Pixar, characters will always trump a parsnip with a face. Linking Woolworth’s collectibles to Disney movie titles is a smart move. While the nostalgia of Mickey Mouse will play out for the mums and dads, contemporary characters from Frozen, Toy Story, Disney Princess, Moana, Cars and The Incredibles will attract a wide variety of children.

3) The element of play

What worked with Coles ‘Little Shop’ was the element of play. Kids with mini groceries engaged in imaginative play. Doll house kitchens now filled with real brands in the pantry. Little Shop products even popped 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.

Coles Fresh Stikeez 1

4) The educational aspect

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 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.

5) The fairytale ending

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.

Gary Mortimer is an associate professor in marketing and international business at Queensland University of Technology.

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