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Not because of the items themselves, but for the craziness that takes hold of people to ‘get the set’. The lengths people will go to, the stories generated and the pure joy of watching people go a little bit cuckoo for something that’s a bit of fun, when all’s said and done. And I love them because, from a marketing perspective, these collectible campaigns do absolutely everything they’re meant to do. They build brand recognition for New World and, in this case, kitchen company Smeg, they get people into shops spending and driving up sales, they seem quaintly retro and they generate tons of free publicity for New World.

New zealandNew worldLittle shopLittle kitchenLittle gardenPalmerston northபுதியது ஜீலாந்துபுதியது உலகம்கொஞ்சம் கடைகொஞ்சம் சமையலறைகொஞ்சம் தோட்டம்பால்மர்ஸ்டன் வடக்கு