Plushie power: More brands are dropping plush toys aimed at collectible-crazy Singaporeans
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
4 hours ago
- Straits Times
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CNA
a day ago
- CNA
The Projector's closure and Singapore's struggle to embrace unconventional dreams
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The team wasn't afraid of the 'messiness of experimentation and collaboration', she'd said, which allowed it to 'do a lot more'. 'While we're not afraid to take big risks, it's always a calculated risk as well. So we enter a space with a plan to foster spontaneity and organic interaction and string a deliberately loose framework around it. 'For a business to do that, it requires a certain appetite for risk and trust that people will respond.' While Singaporeans may have finally responded after 11 years, The Projector's death (and life) would be in vain if we failed to grasp its deeper message. A society that doesn't support alternative spaces, or that discourages deviation from the norm, is fundamentally incompatible with creativity. And when creativity withers, so too does our ability to remain an innovative, competitive nation. You don't need to be a cinephile to realise the cost of that possible future. 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In the cinema's announcement on Tuesday, Tan too acknowledged that the place might be closing, but it hopes its 'spirit will live on in the conversations, ideas and communities we've nurtured'. 'If Singapore wants to thrive, it must find a way for creative and cultural businesses to survive because culture is the cornerstone of identity and civil society,' she said. The Projector proved that this reality is possible, despite the odds. Because while the outcome of risk-taking, status quo-breaking and boundary-pushing may not always endure, true rebels know the magic lies in the attempt. And we will all be better for it.
AsiaOne
2 days ago
- AsiaOne
Indie darling The Projector announces immediate closure
Singaporeans will have one less cinema brand to patronise now as The Projector has brought down its curtain after a decade. The independent cinema and arts venue announced the sudden news in an Instagram post on Aug 19 and shared that it will enter voluntary liquidation. "The realities of the cinema industry have been increasingly unforgiving. Rising operational costs, shifting audience habits, and the global decline in cinema attendance have made sustaining an independent model in Singapore especially challenging," the cinema shared. "These pressures have been compounded by the broader realities of operating in the arts and culture sector in Singapore, where independent ventures navigate limited resources while contributing to the country's evolving cultural landscape." On July 23, The Projector had shared that it planned to resume screenings at its original Golden Mile Tower location as the building's en bloc process had concluded without a transaction. On Aug 1, it then announced its exit from its collaboration with Singapore's biggest cinema chain, Golden Village, at Cineleisure, which started in December 2023. Prior to today's closure announcement, The Projector had several events and shows lined up, including a themed party called WHY? Underground on Aug 30, and the screening of Arze, which was exclusive to the cinema. An automated reply to AsiaOne's queries said: "Because the company will be placed into liquidation, we are not able to issue refunds directly. Any refund claims related to tickets, Projector memberships, Purchased Vouchers and/or Projector E-gift Cards, will need to be submitted through the appointed liquidator." It added that details will be updated soon on its website's FAQ page under "Important Cinema Announcements". The Projector opened in 2014 and was more than a place to watch movies. It was also an events space to experience "creativity in its various forms and engage with diverse communities". "From showcasing award-winning independent films to hosting film festivals, like the Singapore International Film Festival, the European Film Festival, Pink Screen, poetry slams, vintage markets, and charity fundraisers, The Projector has remained committed to broadening the definition of cinema and a community space in Singapore," the post wrote. [[nid:720793]] melissateo@
