29-04-2025
Collectible-crazed S'poreans spend up to $100 on Milo for the plushies
After Labubu, Sonny Angel and Mofusand blindboxes, Singaporeans have found a new series of toys to jostle over and splurge on.
In recent days, many have flocked to supermarkets in hopes of getting their hands on the latest limited-edition Milo plushies that come with the drink.
TikToker Kerryn Lee shared a video of herself at a FairPrice supermarket where members of the public crowded around boxes of Milo.
They can be seen opening up boxes and feeling for their desired design through the packs of Milo.
"A man told me that everyone is looking for this kaya toast plush toy," she said.
Referencing the viral speech by People's Power Party candidate Samuel Lee, a netizen commented on the video: "They look left, look right; look left, look right. For a kaya toast, is this a request too high?"
The collectibles were released last Saturday in celebration of the brand's 75th anniversary in Singapore.
The "breakfast set" plushies are bundled with the 3-in-1 and Gao Siew Dai packs, priced at $7.95 each. Each pack contains an eco bag and comes in five designs: Milo peng, Milo cup, Milo tin and the local favourites, kaya toast and soft-boiled eggs.
The "breaktime set" plushies are bundled with the cluster promotion pack, priced at $14.35 each. It includes a duffle bag and comes in three designs: Milo packet, gem biscuit and bun.
The plushies feature uniuqely local designs, from kaya toast to gem biscuit. SCREENGRAB: MILOSINGAPORE / INSTAGRAM
TikToker @theongreyboi uploaded a video of himself walking out of a Sheng Siong supermarket with seven cluster promotion packs, which came up to about $100.
However, not everybody had luck with finding the plushies they wanted.
"So that's where all the Milo went," a user wrote under the video.
Some netizens complained that they could not find the promotion packs at the supermarket, while others urged Milo to restock.
Over on online marketplace Carousell, the plushies are listed between $7 and $40.
Most of the listings do not include the sachets and packets of Milo. SCREENGRAB: CAROUSELL
Earlier this month, Milo released Milo Van sachets that taste like the beverage served by the Milo van in school - a fond memory many Singaporeans hold.
