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  • 35 DC Super Hero Builders FREE to collect with every $30 spent at Coles and Coles online[i]

  • Coles Fresh Food Challenge launches for Aussies to ‘eat like a DC Super Hero and feel like one too’

  • Plastic-free DC Super Heroes and Super Villains 100% recyclable in household recycling bins

Coles, in partnership with Warner Bros. Discovery Global Consumer Products and DC, is bringing back its popular BUILDERS collectable program, this time featuring everyone’s favourite DC Super Heroes and Super-Villains in a campaign helping to educate and encourage Aussies to enjoy great Aussie fresh fruit and veg through the brand new Fresh Food Challenge.

Australia’s first-ever DC supermarket collectable campaign brings to life heroic and noble DC characters, including Batman, Wonder Woman and Superman, along with Super-Villains The Joker, Catwoman and Poison Ivy, with all collectables made from 100% FSC® certified cardboard sourced from responsibly managed forests, and are also recyclable in household recycling bins at end of play.[ii]

The stars of the challenge 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 Online1.

With a total of 35 unique characters to collect, the program will provide hours of fun, play-based entertainment for fans young and old who can build full sets of the DC Super Heroes (or Villains!) they love the most.

Coles Chief Customer Officer Amanda McVay said 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,” Amanda said.

“We know through data that only 8.5 per cent of children aged 2 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 Super Heroes and Super-Villains. 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.”

Accredited Practising Dietitian Joel Feren said fruit and vegetables are the cornerstone of a healthy eating plan.

“Fruit and veggies provide vitamins, minerals, dietary fibre and antioxidants to help protect our bodies and reduce future disease risk,” Joel said.

“As a dad I know it can be tricky to convince kids to eat veggies. Fun activities like this can help parents to encourage healthy eating in children, plus research shows that children learning to like eating vegetables at an early age is critical to set up positive habits for life.”

The DC Super Heroes are plastic-free and 100% recyclable in household recycling bins. Planet Ark CEO Rebecca Gilling said: “It’s great to see Coles supporting alternatives to single-use plastic products with plastic-free and FSC-certified collectibles that are 100% recyclable at end of play.”

How to boost your collection

Super Hero fans and avid collectors will have the opportunity to collect all 35 Coles DC Super Hero Builders sooner by receiving a BONUS Coles DC Super Hero Builder when they spend $30 and purchase a selected product from over 30 participating brands including Supercoat, Fancy Feast, Vanish, Pine O Clean, Finish, Coles Kitchen, BOM, Gillette, KOi, Masterfoods, Ben’s Original, Dolmio, Pantene, Huggies, Swisse, Colgate, Nescafe, Starbucks, Carman’s (Cereal & Nutritional Snacks) and more.

How to build the characters and have fun with additional collectors’ items

Customers can soon get crafty by popping out the pieces of their DC Super Hero Builder and assembling the parts together to create their characters and Batmobile, which is available to purchase for $10. Collectors can also purchase 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.


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