Trash turns to treasure in Countdown’s new collectibles

Ever wondered where the bits and pieces around your house go when you’re done with them? Ordinary things like fridges, suitcases, and even your old swimming goggles?  Well soon they’ll be turning up at your local Countdown store as Countdown Bricks, available in-store and online from tomorrow, 5th November.

Made from 80 percent recycled plastic, Countdown Bricks lets customers build their own environmentally-friendly supermarket, with aisles of shopping, supermarket team characters, solar power panels, Odd Bunch produce and Free Fruit for Kids bowls, and collectibles like mini electric delivery vans.

Certified by Environmental Choice New Zealand (ECNZ), Countdown Bricks are recycled from trash like discarded fridges, with the plastic from just one used fridge able to transform into 600 bricks. Other pieces like transparent pieces for windows and doors come from more than 150,000 sets of old swimming goggles otherwise destined for landfill, and collectible pieces like the mini electric delivery vehicles are made from 16,800 plastic handles which have been cleverly transformed into the vehicles’ tyres.

Sally Copland, Countdown’s Director of Brand & CountdownX, says that sustainability was a non-negotiable in developing this latest collectible, but Countdown also wanted to create something that was fun and sparked the imagination of little and big kids alike.

“For those customers who don’t want to collect, we’ll also have specially marked boxes in-store where you can donate unwanted Bricks to Oranga Tamariki for kids in care, so they can be loved by someone else,” says Sally.

Francesca Lipscombe, General Manager at the New Zealand Ecolabelling Trust, says Countdown went to great lengths to ensure Countdown Bricks met its standards, from the production process right through to the finished product.

“Through achieving the strict criteria for the Environmental Choice New Zealand ecolabel for its Bricks, Countdown has proved its genuine desire to be transparent about doing the right thing.  They have gone above and beyond to open up their supply chain for auditing and ensure they are doing all they can to reduce environmental harm,” says Lipscombe.

“We know that our customers love collectibles and we’ve worked hard to develop a collection that people will not only enjoy and share for a long time, but is also sustainably produced from the outset,” says Sally.

Key features of Countdown Bricks include:

  • Countdown Bricks are made from at least 80 per cent recycled materials.

  • The Bricks are compatible with other brands so you can have fun no matter how many you collect.  Countdown Bricks are made specifically for Countdown by UNGA.

  • Transparent Countdown Bricks are made from recycled swimming goggles and have saved over 150,000 goggles from going to landfill

  • One refrigerator can yield enough recycled plastic to make up to 600 Countdown Bricks.

  • The tyres on Countdown Bricks vehicles are made from recycled luggage handles and around 16,800 have been used.

  • The recycled plastic from one refrigerator makes two complete Countdown Bricks stores.

  • An interactive ‘Bricks Experience’ app with Countdown Bricks-related games and tasks is available for free in the Countdown app during the collectibles campaign.

Countdown Bricks are available from Friday 5th November - Sunday 19th December with 40 unique Brick Packs to collect.  Customers will receive one pack for every whole $30 they spend in store or online, while stocks last. For those keen to expand their play, extras including Starter Kits, electric vehicles, play mats and additional figurines are available to buy. More information can be found



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