Coles and IKEA recruiting through creative promotions

I have gotten into the spirit of ‘consumerism through children’ with the latest of Australian retailer, Coles', collectable series, which is promoting its new Harry Potter range. 

The Coles Magical Builders are cardboard cut-outs of all the characters from the Harry Potter and the Fantastic Beasts cashcow empires, with the catch (for grown-ups) is you have to assemble them yourself. They come separately swathed in tiny tough cardboard flatpacks with instructions for their assembly on a tiny piece of paper. It’s like miniature IKEA. The instructions are impossible to see and also not terribly helpful but I am also impressed that they produce so little paper wastage.

With a resolve to demonstrate that I have the dexterity and cognitive function of a six year old, I decided to put one together. As it turns out, only tiny fingers can pop out the tiny cardboard fragments of arms and legs and owl wings and wizard beards. 

As ever with activities that are designed for children, I generally require child supervision to work out how to troubleshoot, but not on this occasion! I stabbed those diminutive suckers out using a sharp kitchen knife.

I’m guessing Coles aren’t considering my requirements in their customer base. Speaking of IKEA and companies that know their base, the Swedish megabrand have recently put “career instructions” inside their IKEA products that are labelled “how to assemble your furniture” in a push to recruit people who use IKEA products, which resulted in thousands of applicants and a whole bunch of people were hired who liked and used IKEA products. Hire your brand’s current customers and ambassadors  – good idea. What would also be a good idea would be to put in these boxes ‘how to actually assemble your furniture – like, some actual instructions”. Anyway.

So perhaps, with that in mind, and with the ol’ tradie shortage around areas of Australia that aren’t currently undertaking emergency disaster restorations, Coles perhaps should be looking for future tradies and engineers through this current tiny cardboard promotion. 

If you can assemble the tiny Ron Weasley character without the instructions (or even with the instructions) and you’re only seven, of if can assemble it to put Dumbledore’s head on his knees (but deliberately), then you have just won yourself a fast-tracked carpentry career. Very fast-tracked. Faster than a speeding Japanese superman bullet train. Anyway, there’s some foods for your thoughts, Coles.