Singaporeans are once again showing their love for all things cute and nostalgic. The latest sensation sweeping the island isn’t a new food trend or celebrity drop; it’s the unexpected rise of Milo breakfast plushies. From Milo tins to peng cups and even kaya toast, Nestlé’s limited-edition plush toy giveaway has sparked a frenzy that’s got fans scrambling across supermarkets to get their hands on these soft, squishy collectables.
Milo Plushie Craze Takes Over Singapore
The new Milo plushie collection has quickly become a viral sensation across the island. According to The Straits Times, Nestlé launched the series in collaboration with Miiostore, offering five breakfast-inspired plushies as a gift-with-purchase across selected supermarkets.
To qualify, customers need to spend at least S$12 (approximately ₹740) on participating Milo products, with each plushie given out in mystery packs. The element of surprise has only added to the rush, as shoppers try their luck at completing the full set. As reported by CNA Lifestyle, the collection features adorable designs, including the classic Milo tin, a Milo peng cup, soft-boiled eggs, a traditional Milo cup, and the star of the show, the Milo kaya toast.
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Milo Kaya Toast Plushies Steal The Spotlight
Among the five, the Milo kaya toast plushie has emerged as the most sought-after. Its charming design, featuring a toast plush topped with kaya and a pat of butter, has made it an instant favourite.
Shoppers have been rushing to stores to specifically hunt for this plushie, with many ending up buying multiple packs in the hope of scoring one. As stocks dwindle, some outlets have already reported early sell-outs, prompting even more urgency among fans.
CNA Lifestyle notes that resale listings have also popped up online, with prices soaring as collectors try to secure their missing pieces, especially the kaya toast plushies.
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Limited Stocks Fuel Buying Blitz
According to The Straits Times, the giveaway runs from June 13 to July 10, or while stocks last. With supplies already running low in many outlets, it’s becoming clear that these plushies won’t stay around for long.
The campaign has successfully tapped into Singaporeans’ fondness for Milo and local breakfast culture. By turning familiar comfort foods into cuddly collectables, Nestlé has created a marketing storm that’s winning both hearts and shelves.
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So, if you’re a plushie collector or just a fan of nostalgic food, the Milo kaya toast plushie is definitely the breakfast you can’t eat but everyone wants to hold.
Cover Image Courtesy: @milosingapore/Instagram