'Pester power' sparks collecting

Domino Stars or Little Kitchen? Across the country, that debate is being held in households, playgrounds and across social media as New World and Countdown both run a collectible campaign.

In case you have been living under a rock and haven't noticed that your groceries come with a side order of pint-sized fun currently, the campaigns involve a small collectible toy or item being given "free" for every set amount you spend. At Countdown, that is a domino given with every $20, and at New World, it is a miniature toy grocery item with every $40. Bonus items can be collected through specific purchases resulting in parents trawling through supermarket flyers to maximise their "earning" potential when they shop.

Sometimes termed 'kidfluence,' the influence that children exert, directly and indirectly, on consumer decisions made by their parents, is not new. From collectors cards in cereal boxes to toys handed out with a children's meal at a fast food restaurant, parents have made consumer choices based on 'pester power' for many years and doubtless will for years to come.

Stand near a group of parents at school pick-up currently and you are likely to hear hushed conversations, "do you have the bananas?" "we just need Nemo, Buzz Lightyear and Princess Atta, do you have any of them?" Parents have become just as involved in collecting these sets as their offspring, something Steve Bayliss, general manager of marketing for Foodstuffs New Zealand says is deliberate. "New World really wants to see families back in the kitchen enjoying baking, making and experimenting with everyday items that you can purchase from your local New World."

Craig Waite, owner operator of Stratford New World, agrees, saying the range of Little Kitchen collectibles are designed to get parents and children excited about more than just collecting toys. "We want them talking about them, trying out the kitchen activities and experiments that come with each collectable, this isn't about something to just gather dust in the playroom, but something that will get kids and their parents playing together."

Countdown Stratford store manager Shaun Wall says the educational aspect of play is at the forefront of their promotion as well. "Domino Stars are all about playing and learning. From math games and matching games, through to fine motor skills as children and their parents create domino runs or play the classic game together. Children love to play, and most of all they love to play with their parents, our promotion is all about encouraging that fun family time."

New World has teamed up with two "food architects" from the UK, Sam Bompas and Harry Parr to create food experiments that children, with their parents' help, can recreate at home.

"What child doesn't want to try out musical sausages or glow in the dark ice-cream?" laughs Craig, who says he is delighted to be offering customers the chance to introduce their children to science and food technology in such a fun way.

Meanwhile, Countdown's website has downloadable activities to be used with the Domino Stars, as well as sets of rules for various games using dominoes.

Shaun says another appeal of the collectable craze is that children can swap and trade with their friends to collect a full set. "We also host swap meets at Countdown Stratford to encourage this, as it is all part of the learning, trading and negotiating your way to getting the full set."

Craig agrees, saying New World will also be hosting swap meets during their current promotion.

With both of Stratford's supermarkets currently offering collectables, the decision of where to shop has just got harder for many parents. "I shop at New World myself, but my neighbour shops at Countdown, she doesn't have children so she is giving us all her Domino Stars, so this way the kids are getting both sets." Anita Stewart says if her neighbour wasn't giving them the Domino Stars she would probably find herself using both supermarkets in an attempt to collect both sets.

"It's easy to say you won't, but when the kids come home from school and all their friends have the dominoes, then you feel you should try to as well."

For the Scott family, shopping has become a family activity since the Domino Stars promotion was launched. "My son gets the brochure as soon as he sees it in the mailbox, then he and his sister go through it, putting stars by the things that come with a bonus domino. I won't buy things we don't use at all but I am happy to stock up on items we use to help them collect all the characters." Rachael Scott says she hasn't told the children about the New World promotion yet, "but they will spot it, and then they will be wanting to collect those too. They still play with the last set of New World Little Shop toys so I know they will want these ones."

Olivia Cavey, 4, likes both sets of collectables, and is happy getting any of them. "I like it when the supermarket gives us a toy when we go there each time." Mum Amanda says while the giveaways don't influence her shopping decisions, she is happy for Olivia and her brother Jackson to collect the toys. "They like playing with them, and it makes shopping a bit more interesting for the children as well."

If you aren't collecting either set, or have spares you don't know what to do with, then call into Matthew and Co Real Estate on Broadway and leave them with Joy Gifkins there. They are once again collecting the popular items to donate to children staying at Starship Hospital in Auckland, something Joy says has been a really popular idea in the past. "It's a nice thing to do for some children who are stuck far away from home and unable to so little things like just go to the supermarket like their friends can."

Are you a Domino Stars family or a Little Kitchen family? See our fantastic competition on page 3 for your chance to win one of two great prizes thanks to Countdown Stratford and Stratford New World.