KitKat drops plushies to turn snack time into play time

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Singaporeans are always on the go, but KITKAT is reminding them to hit pause with its latest initiative: Break Buddies, a set of four limited-edition collectibles designed to celebrate uniquely Singaporean ways to unwind.

Available from 15 October at participating retailers, each Break Buddy brings a playful, local twist to KITKAT’s iconic “Have a Break, Have a KITKAT” tagline. The characters — BBT Buddy, Chill Homie, Gym Bro and Travel Kaki— represent different approaches to recharging: grabbing a bubble tea, sweating it out at the gym, taking a weekend getaway, or enjoying a cozy night in.

Each collectible is sized to hold a KITKAT 2-Finger, reinforcing the connection between taking a break and enjoying a KITKAT.

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The campaign taps into the reality of Singapore’s fast-paced lifestyle. With hectic commutes, long workdays, and endless deadlines, many locals rarely pause to recharge, creating the perfect opportunity for a playful reminder.

“The Break Buddies collection is more than just a series of adorable, snack-size characters; they're a playful nudge for everyone to hit pause and enjoy their favorite break ritual, ideally with a KITKAT in hand,” said Jocelyn Ho, business manager for foods and confectionery, Nestlé Singapore.

“In today’s fast-paced world, it’s easy to get swept up in the hustle. We believe that taking a quality break, even a short one, a deep breath, a quick stretch, or just resting your eyes, can make a big difference," Ho added.

Priced at SG$14.90, the Break Buddies Box includes a random collectible and 2 x KITKAT 10s sharebags. The collection is available at FairPrice, Cold Storage, Giant, Sheng Siong, Prime, 7-Eleven, Cheers, and online via FairPrice Online, while stocks last.

To further encourage mindful breaks, KITKAT has also teamed up with cult-favourite collectible brand POP MART and its thoughtful mascot DIMOO.

The collaboration, unveiled earlier in July, brings a gentle, playful reminder to slow down and enjoy simple pleasures, offering keychain pouches in three designs and tote bags in two designs, each paired with popular KITKAT products.

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