M&S Food launches Little Shop, the world famous collecting campaign

Everyone has an M&S Food favourite and from Wednesday July 10, they’re becoming collectors’ items as M&S Food brings Little Shop to the nation’s families.  

Little Shop comprises 25 iconic M&S Food products, miniaturised into collectables for customers and their families to collect, play and swap over the summer holidays, building their very own M&S Little Shops. Running in 10 countries worldwide, the UK is set to become the next nation gripped by Little Shop fever. The collectables campaign, primed to be the activity of the summer, is aimed at parents with kids from four to eight-years-old- with big kids warmly welcome too.


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Small but perfectly formed, the collectables include a range of exclusive M&S Food icons, from mini Percy Pigs to plant-based favourite, Plant Kitchen Cauliflower Popcorn, alongside mini M&S British strawberries and Our Best Ever Prawn Sandwich, M&S’ fastest ever selling sandwich with 50,000 sold in the first week of launch.  

Birthday party legend, the Colin the Caterpillar cake, is also celebrated in miniature along with a collectable Chicken Tikka Masala, marking M&S’ introduction of the first ever chilled ready meals in the UK back in the ‘80s.


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Collecting is simple and M&S has made it easy for customers to get involved and build their collections while doing their weekly shop.  From July 10, every customer in M&S Food stores spending £20 or more on food will be offered a Little Shop collectable pack containing one of the 25 iconic minis (and additional collectables for every subsequent £20 spent).  

Ensuring kids both big and small get a surprise every time they receive a Little Shop collectors pack, collectables are given out in concealed paper packets and must be opened to reveal the mini M&S Food icon inside.  Alongside the food collectable, the pack includes a fun collector’s card with facts about the product and a joke. 

With playing and learning at the heart, Little Shop collectables encourage imaginative play as well as helping to teach kids a little bit more about where food comes from.  

Brightly coloured collectors cards provide fun food facts with further details at www.marksandspencer.com/little-shop where parents can find additional food and sustainability information as well as downloadable activities including quizzes and games- perfect for keeping the kids entertained this summer holiday. 

With 25 collectables to find, M&S will help customers complete their collections by hosting swap shops throughout the summer. With swap events in 70 M&S Cafés across the UK, customers can swap their duplicates and find their missing collectables. Can’t wait for swap shops? Use the #mylittleshop on social media to locate other collectors and create your own swapping communities.

To take their collection of collectables to the next level, customers can shop an exciting range of mini accessories available in stores. The range includes everything a Little Shopkeeper needs, including a replica cardboard Little Shop front complete with till and shopkeeper sign (£10), mini metal shopping basket and mini trolley (£3 each), Little Shop apron (£3) and a must-have collectors album to keep collectables safe.




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