Burger King SG revives MILO's breakfast plushies with new limited-edition design

Burger King is bringing nostalgia and collectability to breakfast with the return of its Singapore-exclusive 'MILO breakfast set plushie eco bags', available exclusively with the Burger King x MILO breakfast set combo for two this month.

The limited-edition plushies, available while stocks last, come as a mystery item with every combo purchase. Each fun-sized bag can hang as a cute accessory on a backpack or transform into a mini bag for essentials.

The breakfast set features the Crossian’wich with egg, with a choice of turkey ham, turkey bacon, or chicken sausage, accompanied by two small hashbrowns and two medium Iced MILO drinks.

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New to the plushie collection is the 'MILO Dabao', joining returning favourites including the 'MILO Tin', 'MILO Cup', 'Kaya toast', 'Soft-boiled eggs', and 'MILO Peng' — a playful homage to Singapore’s beloved breakfast culture.

"We’re thrilled to team up with MILO to put a fun twist on breakfast. These plushie eco bags celebrate beloved local favourites and bring a nostalgic charm to every meal — it’s a collaboration that makes mornings even more exciting for our BK fans," said Karen Nai, head of marketing at Burger King Singapore. 

The campaign aligns with Burger King Singapore’s broader strategy to localise its brand experience, build affinity with consumers, and drive breakfast traffic. By collaborating with Nestlé, the initiative also marks MILO’s 75 years in Singapore and taps into familiar morning routines to create an emotional connection with fans.

According to Nai, the new 'Dabao' plushie design was inspired by the experience of consuming MILO on the go in Singapore.

The plushies are available at selected Burger King breakfast stores only, excluding outlets at Changi Airport, Marina Square, and Suntec City. They cannot be purchased via delivery platforms.

Through this campaign, Burger King Singapore continues to highlight its “Made clean” initiative, which has removed more than 120 artificial ingredients from its menu since 2024. 

The collaboration with MILO also demonstrates how local nostalgia can be leveraged to strengthen brand relevance, drive engagement, and create shareable moments — all while reinforcing Burger King’s position as a go-to breakfast destination.

MILO's plushies first captured Singaporean's hearts when it launched earlier in April, with fans around the country swarming local supermarkets to get their hands on the exclusive merchandise. According to Alene Ee, business manager for MILO powder and MILO ready-to-drink at Nestlé Singapore, the locally designed plushies aim to reflect the brand's "special way of life" in Singapore. 

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