“I’d like my child to be a child, rather than a consumer, thanks.”
– The stings in the tail of pester-power sales promotion

For five weeks, from early May to mid Jun 2014, Countdown supermarket rewarded every $20 spent in-store with a DreamWorks character card. Made from sturdy plastic the collectable series featured the iconic characters in a tilting hologram. The sales promotion quickly became a craze among children leading some schools to ban the cards.