Coles launch first sustainable collectible program, Magical Builders

Nearly a year after committing to no longer giving away plastic toys as part of its rewards program, Coles has partnered with Warner Bros. Consumer Products to launch its first 100% Forest Stewardship Council (FSC) certified cardboard collectables, Magical Builders.

The new collection brings to life 35 characters from the Harry Potter and Fantastic Beasts ‘Wizarding World’, with four play kits based on Wizarding World settings like Hogwarts Castle and Platform 9¾, with the entire collection fully recyclable in household recycling bins.

The new collectible collection is the first since Coles launched a campaign announcing its plans to stop giving away plastic collectibles, based on the grocery giant’s “Together to Zero’ pillar of its sustainability strategy, first revealed in March last year.

Woolworths had also launched a sustainability campaign on the same day, and one month later, launched its own sustainable play collection, ‘Woolworths Bricks’ made from 80% recycled materials, with up to 20% plastic added to pieces to increase strength or transparency.

Coles Magical Builders will be available in store from the 6th of July, with customers receiving a free character with every $30 spent in one transaction at Coles supermarkets, Coles Online and Coles Express. Collectors can also purchase the play sets for between $9.75 to $15 each.

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 collectible campaign that will bring a bit of magic into Australian homes.”

“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 collectible 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 magic of the Wizarding World remains strong in Australia with fans loving the recent release of Fantastic Beasts: The Secrets of Dumbledore in theatres and Harry Potter and the Cursed Child stage play in Melbourne,” added, Andrew Bromell, vice president, Warner Bros. consumer products ANZ. “We’re always looking for unique ways to bring the Wizarding World to fans in Australia and working with Coles on the Magical Builders program is such an impactful way of doing so.”

Forest Stewardship Council CEO Damian Paull said: “FSC is proud to partner with Coles and we are delighted to bring to life their forest-friendly FSC-certified Magical Builder characters. 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.”


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