Cute, cuddly, calculated: How plushies are helping brands stay relevant

Remember when plushies were just the toys you snagged at your local pasar malam (night market)? Now, they’re part of a bigger marketing play.

No longer confined to the realm of stuffed animals on store shelves, limited-edition plushies are making waves in the marketing world, transforming from cute freebies to strategic tools for building brand love and loyalty.

Food brands such as Pizza Hut Singapore and beverage giants such as Milo Singapore and Boost Malaysia, have dropped quirky plushie campaigns in recent times that stretch beyond the typical promotional stunt. These cuddly characters are no longer just for kids, they’re becoming integral pieces of brand identity and customer engagement.

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Transactional to relational

Gone are the days when brands could rely on the classic transactional approach, where the customer buys a product, and that’s the end of the story, say industry players MARKETING-INTERACTIVE spoke to. Today, brands are increasingly focusing on building emotional connections, and limited-edition plushies are the vehicle for this shift. 

For brands such as Milo and Pizza Hut, plushies offer more than a one-time novelty. They’re transforming into conversation starters, cultural touchpoints, and symbols of emotional resonance that keep consumers coming back for more.

Marcus Chew, group chief marketing officer at Lazada said, “A plushie with personality isn’t just a product, it’s a brand ambassador in disguise".

This view aligns with the approach that Pizza Hut has taken with its cheeseburger-inspired plushie as it aims to create a new playful way to spark joy and deepen its connection with its fans.

Alex Goh Peng Hui, vice-president of marketing at MR DIY Malaysia also said that successful drops also hinge on how well the plushie idea resonates culturally and emotionally, emphasising the importance of local adaptation and thoughtful design. He added:

It’s not just what you drop, but how you make people feel connected to it.

When done right, these plushies go beyond being a transactional exchange, they create a lasting connection with the customer, reinforcing brand identity long after the initial purchase.

Brand recall beyond the checkout counter

So how do plushies keep your brand on the consumer’s mind after the checkout counter? It’s simple, they stick around. Whether perched on a desk, attached to a backpack, or proudly displayed in a home, plushies serve as constant visual reminders of the brand. This post-purchase presence extends the customer’s emotional journey with the brand, creating a more memorable experience that keeps the brand top-of-mind.

“Every time someone sees it, it’s like a little reminder of that sweet memory,” said Evelyn Lee, head of marketing at Secret Recipe.

Similarly, Elaine Chiew, general manager of marketing for Sushi King Malaysia said the connection between a consumer and the limited-edition plushies further reinforces positive memories associated with the experience they received from a brand's products. 

With that said, the secret to making these plushies successful isn’t just in their cuteness, it’s in their limited availability. Exclusivity and scarcity are essential drivers of consumer loyalty, and marketers know it. Chiew noted that by offering a plushie as part of a limited-edition drop, brands create a sense of urgency that taps into the consumer’s fear-of-missing-out (FOMO).

"This feeling of being a part of an exclusive group cultivates a deeper sense of loyalty, which is definitely an achievement every brand wants to get to," she added.

However, it’s not just about the rush to grab the last plushie on the shelf. The true power of scarcity lies in how it helps build brand love in the long term. When consumers feel part of an exclusive community, their loyalty deepens. 

Lee noted, "People love being part of something special, and when they know the plushie is only around for a limited time, it creates that scarcity effect 'I need to get it before it’s gone' feeling. But more than that, it creates stories."

Balancing urgency with long-term engagement

While limited-edition drops create a sense of urgency, successful brands know how to balance the short-term excitement with long-term engagement.

“The goal isn’t just to sell out, it’s to stand out and stay relevant,” explained Chew. He also noted that limited-edition merchandise should tie into broader storytelling, values, or seasonal campaigns to build continuity and depth.

While investment in long-term brand health might not generate immediate revenue, the real value lies in the emotional connection and loyalty it cultivates over time. 

"The primary goal shouldn't be maximising immediate profit from the plushies themselves but rather leveraging them to drive repeat business for your core offerings," Chiew added. 

Similarly, Goh agrees that the most strategic brands don’t treat limited-edition drops like a one-and-done sales tactic. Instead, they use the hype as a tool to build long-term emotional connections with consumers

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