Thursday, June 20, 2024

Coles kicks off new collectible campaign

Coles, in partnership with Warner Bros. Discovery Global Consumer Products and DC, is bringing back its Builders collectible program, featuring “everyone’s favourite” DC superheroes and supervillains.

Characters include Batman, Wonder Woman, Superman, The Joker, Catwoman and Poison Ivy. All collectibles are promoted as being made from 100% FSC certified cardboard sourced from “responsibly managed” forests. They are also recyclable in household recycling bins at end of play.

Coinciding with its collectible campaign, Coles is setting out to educate and encourage Australians to enjoy fresh fruit and vegetables through the brand-new Fresh Food Challenge.

The collectible characters are linked with fresh fruit and vegetables – for instance, “energy-rich” bananas for “adventurers” like Batman, “fibre-rich” apples “worthy of Amazonian warriors” like Wonder Woman and “juicy sweet” corn for “strength” like Superman.

From Wednesday, 2 August, customers of all ages can collect a free DC Super Hero Builder character with every $30 spent in one transaction at Coles supermarkets and Coles Online. There are 35 characters to collect.

Coles Chief Customer Officer Amanda McVay says at a time when cost-of-living is front of mind for customers, Coles is providing another way to help give value back to customers through entertainment and food education.

“We’re excited to launch the Fresh Food Challenge alongside the new DC Super Hero Builders program,” she says.

“We know through data that only 8.5% of children aged two to 17 years meet the daily recommended serves of fruit and vegetables.

“The fun challenge features a free chart with a collector checklist to follow and complete the pairing of 35 fruit and vegetables with their iconic DC superheroes and supervillains. The charts are available free in-store or available to download at

“This program is centred on helping educate our customers in a fun way, on the health benefits of great quality Aussie fruit and veg to help them stay well this winter. We also want to make it easy for parents to educate their children on fresh food choices – and are doing this by teaming the DC Super Hero Builder program with fruit and veg education.”

Boosting your collection

Customers will have the opportunity to collect all 35 Coles DC Super Hero Builders sooner by receiving a bonus character when they spend $30 and purchase a selected product from over 30 participating brands.

Additional items

Alongside the characters, customers can purchase a Batmobile for $10 and a plastic-free and kerbside recyclable collector case to house all 35 characters for $10.

An array of DC-themed merchandise including novelty mugs, plush toys and an educational activity book will also be available to buy at Coles and Coles online, starting from $4 each.

Related Articles

Stay Connected


Subscribe to our newsletter

To be updated with all the latest news, offers and special announcements.