The miniatures, which are randomly distributed and come in blind bags, are given out with every eligible $40 spent at New World.
The set includes Kiwi items such as a jar of Marmite, tomato sauce, Weetbix, Milo, hokey pokey ice cream and Whittaker's chocolate.
And it's the fact that they're distinctly New Zealand that makes them so appealing.
"They're cute, they're little ... they're like going shopping with Mum and Dad," says Alison.
New World checkout assistant Daniel Stieller says people make a concerted effort to ensure their shopping includes one of the coveted collectibles.
"You've got people who've got $33 and they'll go out of their way just to get $40 to get one of them," Daniel says.
Although it's impossible to see what's inside, some people have taken to feeling the packaging in an effort to figure it out.
But even if there is a double-up, staff aren't permitted to swap the unopened packet for a different one.
"We get the boxes ... we give them out ... we don't get to choose what they get," Daniel says.
There are no "rare" items, but some items are more sought-after than others.
"I know Marmite's more popular," he says.
"There's a little pump bottle, that's pretty cool."
Jessica Howatson is a Witt journalism student.
