Supermarket giant Woolworths is stepping up efforts to lure shoppers back to its stores with a Disney-themed collectables campaign to rival Coles’ Stikeez which launched earlier this month.
This Wednesday February 27, the retailer will kick off ‘Disney Words by Woolworths’, a word play game in partnership with The Walt Disney Company Australia, featuring much-loved characters such as Cinderella, Mickey Mouse and Buzz Lightyear.
With every $30 spent in-store and online, customers can collect one of 36 tiles featuring a Disney character on one side and a letter or symbol on the other, for use with multiple word play games.
One of 10 VIP trips to Disneyland Resort in California is also up for grabs for those who find the exclusive ‘Disneyland’ castle tile inside their pack.
With controversy surrounding plastic collectable campaigns in the past, Woolworths has ensured its latest campaign is eco-friendly. Both the paper wrapper and the tiles, which are predominantly made out of tin plated steel, are recyclable.
Woolworths supermarkets managing director Claire Peters expects both young and old to be “enchanted by” Disney Words.
“We set out to create a program with a difference, that will not only capture the imagination of kids and families, but can also make learning and literacy fun,” Peters said.
“With this in mind, we are really excited to be able to work with Disney again to launch our very own ‘Disney Words by Woolworths’. It combines the magic of collecting Disney’s iconic character tiles like Mickey Mouse, Cinderella and Buzz Lightyear while also using the letters on the back of them to create a whole bunch of fun word games.”
Kylie Watson-Wheeler, managing director Walt Disney Company ANZ expressed her delight at partnering with Woolworths.
“Storytelling is at the heart of everything we do, so we are thrilled to partner with Woolworths on a program that combines the magic of our much-loved characters and stories with fun word games that encourage learning,” she said.
Eleven movie titles made the collectables cut including Frozen, Toy Story, Disney Princess, Moana, Cars, Aladdin, Mickey Mouse & Friends, Beauty and The Beast, The Incredibles, The Lion King and Dumbo.
Alongside the collectable tiles, customers can purchase a Collector’s Album for $4, a Carry Bag to hold loose tiles for $3 or a magnetic message board for $4. Bonus tiles can also be obtained with the purchase of select participating products.