Coles and Warner Bros. Consumer Products are bringing Harry Potter and Fantastic Beasts characters to life with the launch of Magical Builders, a plastic-free collectable campaign featuring Wizarding World characters.
Almost one year after committing to no longer give away plastic toys at the check-out, Coles and Warner Bros. have delivered on their promise. Magical Builders is made from 100% FSC® certified cardboard that is also recyclable in household recycling bins.
Coles Chief Marketing Officer Lisa Ronson said: “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 collectable campaign like this for a long time, so we are very excited to work with Warner Bros. to bring Coles Magical Builders to life.”
Featuring over 30 characters, like Harry Potter, Hermione Granger and Ron Weasley, Magical Builders is set to arrive in Coles and Coles express stores next Wednesday July 6. Customers can collect a character with every $30 spent in one transaction at Coles.
Additionally, four iconic settings have been recreated from the movies - Hogwarts castle, the Quidditch pitch, Platform 9¾ and a Hogwarts Express. The play sets can be purchased for $8.75 to $15.
There will also be five special edition characters for collectors to try and track down! The first three special edition characters to be released are Ron Harry and Hermione at the Yule Ball!
How it works
Simply pop out the cardboard pieces and have fun assembling all of the parts. For those who want to keep their collectibles safe, a Hogwarts Trunk Collector Case to house all 35 characters, which is also recyclable once the Velcro closing strip is removed.
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.”
The new collection comes after the supermarket giant discontinued its wildly popular Little Shop collection in 2021 as part of a vow of sustainability.
At the time, Coles Chief Marketing Officer Lisa Ronson said: “Our ambition is to be Australia’s most sustainable supermarket which means we need to be committed to reducing unnecessary plastic, and this extends throughout our business. We are committed to innovating when it comes to packaging so that where we can’t eliminate packaging and plastic, we are ensuring it’s contributing to the circular economy by being produced with recycled content where possible, as well as being recyclable.”