Latest news with #BreakfastSet
Straits Times
09-05-2025
- Entertainment
- Straits Times
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. Join ST's Telegram channel and get the latest breaking news delivered to you.
Malay Mail
29-04-2025
- Entertainment
- Malay Mail
Milo 75th anniversary plushies spark frenzy at Singapore supermarkets, resold online up to S$38
SINGAPORE, April 29 — Milo fans across Singapore have rushed to supermarkets to snap up a new series of limited edition plush toys launched to mark the iconic drink's 75th anniversary in the country. Released on April 26, the plushies are bundled with promotional packs of Milo products and come in two themed sets: the Breakfast Set and the Breaktime Set, each featuring miniature soft toys inspired by beloved local snacks and Milo drinks, according to a report published in Channel News Asia today. TikTok videos showed enthusiastic crowds at outlets such as Northpoint City's NTUC and Woodlands' FairPrice, with customers eager to grab the promo packs containing a randomised plushie from the collection. The Breakfast Set includes plushies shaped like kaya toast, soft-boiled eggs, and a cup of Milo, while the Breaktime Set features a gem biscuit, bun, and Milo packet. A screengrab from TikTok shows a fan carting boxes of Milo just for the plushie. — Screengrab from TikTok/theongreyboi Collectors are trying to complete both sets, with some turning to online marketplaces like Carousell, where plushies and the accompanying eco-bag are being resold at prices ranging from S$10 (RM33) to S$38. The plush toys are available while stocks last, and CNA Lifestyle has contacted Milo Singapore to ask if more designs are planned. To obtain the Breakfast Set plushies, customers need to buy a Milo 3-in-1 (16 sachets) or Milo Gao Siew Dai (13 sachets) pack priced at S$7.95, which includes one plushie. Alternatively, purchasing five Milo UHT 4x125ml Cluster packs at S$2.87 each will earn a Breaktime Set plush per pack. These promotional items are being sold at major supermarkets including FairPrice, Cold Storage, Giant, Sheng Shiong and Prime.
