Supermarket giant Coles is under fire over its latest marketing campaign - giving out free mini plastic toys with purchases.

Anti-plastic campaigners are calling for a boycott of Coles' new range of miniature grocery toys launched today. 

Paul Hellier and Jamie Lepre, who have produced a new documentary which investigates the plight of single-use plastic in the world, say Australians should boycott Coles during the promotion. 

“This is a slap in the face, showing the hypocrisy of Coles when they've just announced they've saved 1.7 billion single-use plastic bags from landfill over the past 12 months," Mr Hellier said.

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