Plushie power: More brands are dropping plush toys aimed at collectible-crazy Singaporeans
SINGAPORE - It is not exactly Labubu, but that has not stopped big brands in Singapore from pushing their own limited edition plushies out to those who cannot get enough of the latest plush toy trend.
Since April 26, Singaporeans have been flocking to their nearest supermarkets to purchase Milo promotion packs that come with free mystery plushies, as part of the chocolate malt beverage maker's 75th anniversary celebrations. The drink-and-toy bundles are priced from $7.95.
These locally designed exclusive collectibles, split into two series, have generated interest from Milo lovers both locally and overseas.
The Breaktime Set plushies sold out quickly but are set to become available again due to popular demand, while the Breakfast Set plushies are progressively being restocked across the island
Ms Alene Ee, Head of Nutrition and Milo at Nestle Singapore, tells The Straits Times: 'The hunting for Milo plushies in stores has surprisingly brought many Singaporeans together. There have been many stories and posts of families, friends and colleagues bonding over this. What has been interesting was how open Singaporeans have been towards helping one another in the stores to get the plushies of their choice. It was in part a beautiful showcase of our unity in diversity.'
Milo's Breakfast Set and Breaktime Set Plushies.
PHOTO: MILO SINGAPORE
Local telco Singtel as well as restaurant chains Pizza Hut and Sushi Express have wasted no time in coming up with their own equivalents.
Retailing at $6.90 with every Cheeseburger Melts meal combo ($15) or Cheeseburger Melts a la carte ($9.90) since May 5, Pizza Hut's Sir Melts-a-Lot plushie is a cute interpretation of the real deal – a pizza-like crust engulfing its contents, all enclosed within a compact box.
Ms Jayss Rajoo, director of Marketing & Food Innovation at Pizza Hut Singapore, shared that the main objective of its campaign is to 'deepen customer engagement by creating an emotionally resonant product and experience'.
The company also sought to tap into lifestyle trends around 'nostalgia, fandom culture and self-expression, particularly among Gen Zs and millennials, thus reinforcing Pizza Hut's position as a brand that goes beyond food to deliver joyful and memorable experiences'.
While Sir Melts-a-Lot has been snapped up islandwide, 500 of them will be up for grabs again at Pizza Hut's Nex outlet on May 11, at 12 to 2pm and 6 to 8pm.
Sushi Express is also getting into the game. To commemorate classic cartoon characters Tom and Jerry's 85th anniversary, it launched exclusive merchandise - including plushie keyrings ($12.90 with every five stamps, receive one stamp with every $10 spent) - on May 1. The promotion ends on June 30.
Mr Justin Tan, brand and marketing manager of Sushi Express Singapore, notes seeing 'particular enthusiasm on social media, with customers sharing photos of their Tom and Jerry collectibles'. He adds that it has been 'rewarding to witness the multi-generational appeal of this collaboration'.
Not to be left behind is Singtel, which on May 1 launched its Singapore-themed blind boxes that are complimentary for those who purchase any of its $30 or $50 5G+ Tourist eSIMs.
Each blind box contains a plushie (worth $19.90 each) modelled after uniquely Singapore icons – Chilli Crab, Orchid, Durian, Curry Puff and Kaya Toast.
Singtel's Blind Box Collection.
PHOTO: SINGTEL
They can be collected at the Travelex money changer counters at Changi Airport's Terminals 1 to 4 and Singtel shops islandwide.
From May 21, the plushies will also be complimentary at all 7-Eleven stores with purchase of a $15 Singtel Prepaid SIM or with a minimum $20 top-up.
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Straits Times
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Vogue Singapore
3 days ago
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Singapore, Michigan runs from 26 June to 11 July 2025.
New Paper
3 days ago
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For example, the room which depicts Singapore under British colonial rule is designed to resemble a traditional British painting, instead of the more brushy and airy style of traditional Asian artworks from that era," she said. In addition to the themed rooms, the event will feature a performance area with Singaporean talent. Ms Janice Chua, the home-grown creative and associate producer of the film Crazy Rich Asians, will share insights into the movie's production process, while Ms Elisha Tan, a Singaporean comedian based in the Bay Area, is slated to put on a stand-up comedy show at the event. In a dining area decorated with murals of a kopitiam, visitors can enjoy a taste of Singaporean dishes like satay and chicken rice. There will also be kopi and teh at the event, with one vendor putting up live teh tarik demonstrations. Attendees will also have the opportunity to shop for souvenirs at a marketplace showcasing Singaporean entrepreneurs and brands. 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