A new craze to hit Blenheim has parents scrambling to get their hands on miniature grocery items.
They are even prepared to shop more, swap the collectibles online or buy them on TradeMe.
New World supermarkets are running a new promotion, as part of their 50th birthday celebration, called Little Shop. With every $40 spent on groceries, shoppers receive one mystery Little Shop miniature concealed in a packet.
There are 44 to collect with additional merchandise including a Little Shop stall, tills, trolleys baskets and scales.
These miniature groceries are delighting youngsters across the country, but are also sparking warnings about the power of marketing to children.
Blenheim mum Alice Mills said they almost had the entire set, except for two or three items.
Her 3-year-old son Ethan loves the miniatures with one of his favourites being the Marmite.
He was really excited to show the difference in size to the real Marmite jar.
"They are great and Ethan likes to find the miniatures on the list. He also wants to open the tiny potato packet to see if the potatoes are real inside," said Mrs Mills.
Blenheim sellers on TradeMe are also cashing in, with one person selling 15 miniatures for $46 and another selling three miniatures for $10.
Several people are swapping miniatures to complete their collections on Facebook page Online Garage Sale - Marlborough, and a Facebook page dedicated solely to swapping the miniatures has attracted 1730 members.
The miniatures concept originated from the biggest supermarket chain in Holland, Albert Heijn.
Albert Heijn are celebrating their 125th anniversary and are running the campaign as part of their celebrations.
The miniatures were designed by Dutch toy design studio Unga and made in China.
Foodstuffs NZ, which owns New World, said that they met Unga to adapt the idea for New Zealand and in particular for New World.
The Marmite, Apple, Pam's Peanut Butter and the Pump water bottle seem to be among the favourites being swapped online.
A full set of miniatures sold in Wellington this week for $177.
TradeMe has estimated there are at least 1000 individual Little Shop listings, even though selling the miniatures is technically forbidden.
- © Fairfax NZ News