202 Kiwi Kids came together at College Rifles Rugby Club, successfully breaking the Guinness World Record for the world’s largest rugby scrum. Joined by All Blacks Jimmy Cowan, Israel Dagg, Hosea Gear, Colin Slade and Adam Thomson who gave professional pointers on the kids scrum technique, the world record attempt came in celebration of Weet-Bix and Sanitarium’s 100% All Black Campaign. Supporting the All Blacks as they moved into the 2011 Rugby World Cup Season, the campaign included the launch of a limited edition collector card series, and a collector’s handbook.