Black Ferns fullback Selica Winiata has teamed up with All Black star Rieko Ioane to head the Weet-Bix NZ latest campaign called "Play Big'. 

Their message is simple: let kids enjoy sports and for adults not to place too much pressure or expectation on the young ones.

Winiata says the campaign that encourages kiwi children to embrace childhood play.

"Allowing them to have that freedom to go out and play and learning that failure is okay, that's how we learn."

The campaign also features a total of 15 Black Ferns and 15 All Blacks, with the collector cards in Weet-Bix packets this month.  

Winiata highly believes she's gained some skills from her childhood games.

"We used to just get some bats out and start playing padder tennis. It helped me learn how to work out strategies on how to become a better person and a better player".

She also adds that times are changing and technology is a big factor in the way we live today. 

"Instead of sitting at a table talking to each other, were all heads down on cell phones. We just have to encourage kids to be getting out there and being active."

This campaign will run over the course of this month.