White King claims sales spike from Coles mini collectables frenzy

Consumer goods group Pental has claimed adding one of its White King products to the Coles mini-collectables range delivered a 50% spike in actual sales.

According to a piece in The Australian Financial Review today, White King Power Clean toilet gel, which was one of 30 mini collectables via the Coles Little Shop promotion, boosted the actual sale of the item by 50% over the past two months.

Pental’s White King product witnessed a 50% growth in sales, the AFR reports

Pental CEO Charlie McLeish told the AFR he was glad he had taken up the opportunity and expects the brand will experience increased awareness from consumers.

McLeish said he had to pay for the manufacture of the collectables, as is the case in normal promotional efforts, but said the boost in White King sales will help the company’s move into the Chinese market.

Coles launched the ‘Little Shop’ toy range in July this year, with miniature versions of products like Nutella, Vegemite, Weet-Bix and Tim Tams.


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