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 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. 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.” 

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 and food innovation at Pizza Hut Singapore, says 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 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, from noon 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, has seen “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 SIMs.

Each blind box contains a plushie (worth $19.90 each) modelled after uniquely Singapore icons – such as Chilli Crab, Orchid, Durian and Curry Puff.

They can be collected at the Travelex money-changer counters at Changi Airport’s Terminals 1 to 4 and the Singtel Shops at 313@somerset and Bugis Junction. 

From May 21, the plushies will also be complimentary at all 7-Eleven stores with purchase of a $15 Singtel pre-paid SIM or with a minimum $20 top-up, and at Singtel Shops islandwide with a new sign-up of any Singtel post-paid plan.