Soft Power: What’s Driving Singapore’s Plushie Collectible Craze?

Singapore’s obsession with plushie collectibles is reaching new heights. From the smiling MILO mug and toast plushies to the upcoming Pizza Hut’s blushing cheeseburger melts, these limited-edition releases have captured hearts across people of different generations.

Image: Facebook/Milo Singapore, Pizza Hut Singapore

Supermarket shelves are emptied in hours, with some customers travelling to multiple outlets and buying more than they need—in order to secure the next adorable soft toy.

At face value, it’s a charming trend. These plushies represent more than just marketing gimmicks—they evoke a sense of nostalgia, national pride, and simple joy. They connect people to familiar childhood snacks and beverages in a fun, tangible way. For many, they spark joy, offer comfort, or become part of meaningful collections.

Yet, as the craze continues, it’s worth pausing to reflect on what drives this intense desire to collect. Is it the item itself, or the fleeting thrill of exclusivity? More importantly, how can we enjoy these campaigns without falling into patterns of overconsumption?

Screengrab: Carousell

This isn’t about criticising those who love adorable plushies but rather, it is a suggestion to buy with intention. Do we really need multiple boxes of the same product? Could we share with friends, donate extras, or even swap instead of overstocking our shelves at home with food products?

Mindful buying can still include moments of joy. Choosing consciously allows us to enjoy what we bring home—without waste, guilt, or excess. It’s not about saying 'no' to cute things. It is about making sure our love for them doesn’t come at the cost of sustainability or unnecessary accumulation.

Ultimately, the recent plushie collectible craze in Singapore can serve as a gentle reminder: joy doesn’t have to come in multiples, and conscious choices make for more meaningful collections.