Little Shop promotion may return

AIMEE GULLIVER
Last updated 14:12 20/06/2014

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Parents, brace yourselves for a second round of New World's wildly popular Little Shop promotion.

The first round of Little Shop miniatures was part of New World's 50th birthday celebrations, and collecting the complete set of 44 items became a nationwide craze after they came out on September 2 last year. 


Are you a fan? Email us at newstips@stuff.co.nz


Stuff understands Foodstuffs, the company that owns the New World supermarket chain, plans to release a second round of the promotion. 

A Foodstuffs spokesman said last year's promotion was a remarkably successful event, and a re-run would be "juicily tempting".

"But if we did bring Little Shop back it would certainly need some pretty engaging new twists to light our customers up for the repeat.  

"Not that we necessarily are bringing it back. For now we'll elect to leave a little speculation on the table about its possible return." 

In the first round of the promotion, customers received a toy-sized replica of a grocery item for every $40 they spent at a New World store. 

Grocery items included a miniature Marmite, Pam's Peanut Butter and Pump water bottle.

Despite being technically forbidden by rules of the promotion, onselling the toys to get a complete set was rampant, and individual toys, sets, and accessories reached exorbitant prices on TradeMe and social media sites.

One complete set of the miniatures sold for $540, and at one stage, TradeMe estimated there were 1000 listings on the site for Little Shop. 

New World also organised swap meets for people to attend and attempt to complete their set. 

A checkout, till, trolley, basket and collectible case were also available to be purchased at supermarkets as part of the promotion. 

The concept originated from a Dutch supermarket chain which ran a miniature campaign as part of its 125th anniversary. 

Foodstuffs then met with a Dutch toy design studio and adapted the idea for New Zealand products.

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