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Myleene Klass launches ‘Swap Shops’ to help kids find their missing Disney Heroes

Following the phenomenal response to the Disney Heroes collectors’ albums and cards at Sainsbury’s, Myleene Klass is launching Swap Shops across the UK to help those children who are yet to complete their collection. 

The Swap Shops give children the opportunity to trade cards with one another, seeking out the must-have heroes which will lead to the completion of their album. Taking place in Sainsbury’s cafes between 5th-6th October, children and parents are invited to join the fun and get swapping.

Myleene Klass, mum to avid collectors, has partnered with Sainsbury’s to spread the news about the Swap Shops. She says “I loved collecting neighbours cards as a child so I totally understand the sense of pride you feel when you finally complete your own collection. It’s such a positive hobby for children to be involved in, especially the social side when they swap cards with others. I hope the Sainsbury’s Swap Shop fills all the little collectors’ hearts with pride as they trade with other children to complete their Disney Heroes collections. My youngest daughter is so close to finishing her collection, we’re actually still on the hunt for Sulley from Monsters, Inc. if anyone can help!?”

Myleene’s children aren’t the only ones still obsessed with collecting. Recent research by Sainsbury’s revealed that despite watching YouTube videos and playing computer games overtaking traditional hobbies such as playing with jigsaws, collecting remains a popular pastime amongst children with over half of children currently collecting items for fun.

62% of children say they choose to collect things because it makes them happy. Children also gain a sense of achievement when collecting. 43% said their longest standing collections make them feel proud and 38% look forward to showing it off to their friends.

The upcoming Swap Shops will be of particular excitement for the 50% of children who are driven by the determination to see how far they can grow their collection.

Whilst the popularity of collecting remains constant, what we are collecting, continues to evolve, with 54% of children saying they enjoy hobbies that feature their favourite characters more than others.

The Disney Heroes collection brings Disney, Pixar, Star Wars™ and Marvel heroes together.   144 cards based on characters from the stories are needed in order to complete the exclusive collectors’ album.

Based around the theme of ‘unlock the hero in you’, the album and cards are packed full of facts, games and challenges – ranging from Eating Well, Getting Active and Being Smart to Expressing Yourself, Doing Good and Teaming Up. Each challenge is associated with a different Disney Hero – from Marvel’s Incredible Hulk helping children to eat well and Pixar’s The Incredibles showing how you can get active.

Mark Given, Chief Marketing Officer, Sainsbury’s said: “This summer we’ve seen children get really excited for the Disney Heroes collectors’ cards and album.

“Now that the partnership is coming to an end, we’ve become aware that there are still lots of kids hoping to complete their collection, which is why we’ve launched  ‘swap shops’ in over 300 stores across the country – giving little collectors one last chance to trade with friends and hopefully get them all.” 

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