Weet-Bix™ have sponsored the All Blacks since 1998 bringing with it a 20 year long tradition of player cards in pack. As the Official Breakfast of the All Blacks, we have been able to share some pretty cool messages with Kiwi kids through our campaigns such as 2017’s Dare to Dream and 2018’s Play Big.

Play Big aims to encourage Kiwi kids to get outside and play, through telling the iconic childhood stories of some of New Zealand’s biggest sporting heroes – the All Blacks and the Black Ferns. Each card tells a different story, such as Rieko Ioane playing spotlight with his cousins until midnight or Selica Winiata playing Padder Tennis at the local primary school in Levin, and how playing these games outdoors with friends and family helped them to gain the skills they use on the rugby field today.

Weet-Bix™ partnership with the All Blacks continues to allow us to encourage and inspire Kiwi kids.