Kids It's a loyalty card scheme for children. The idea is that cereals and other treats, instead of having some tie-in model from a film free in the packet has a voucher printed on the cardboard flap which can be collected together and put through a website and be redeemed for merchandise the kid (or I'm suspecting the adult) would actually want. This doesn't sound to stupid in principal, but two things trouble me. One -- it ruins the fun of standing in the supermarkert deciding which cereal to buy because the freebee is better and second it's called
SwapItShop which is just a vowel and consonant away from Noel Edmunds. Which really can't be a good thing.
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