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.” 

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 ...