Love McGriddles enough to wear it? Tobyato has you covered

McDonald’s Singapore is giving fans another way to show their love for McGriddles, teaming up with homegrown artist Tobyato on a limited-edition merchandise collection.

The collaboration comes alongside the return of McGriddles and features a T-shirt and an exclusive jacket designed around the breakfast item. The McGriddles x Tobyato T-shirt will be available from 2 November in limited quantities at selected McDonald’s outlets, bundled with a sausage McGriddles meal comprising a hash brown and iced latte.

Meanwhile, the McGriddles x Tobyato jacket will be available exclusively to 100 fans. From 12 November to 9 December, the top 100 consumers with the most McGriddles purchases will each receive a jacket.

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The collaboration builds on the anticipation McDonald’s said has grown around McGriddles and its recurring returns in Singapore, turning the menu item’s fan following into an opportunity for consumers to engage with the brand beyond food.

A McDonald’s spokesperson told MARKETING-INTERACTIVE that the return of McGriddles has become a much-anticipated occasion for fans, with the brand looking to celebrate what it described as a “uniquely local phenomenon” through the partnership.

The spokesperson added that Tobyato’s creative style was tapped to bring the excitement surrounding McGriddles to life through the merchandise collection. Inspired by the fan culture that has developed around the breakfast item, the collaboration aims to give consumers another way to express their affinity for McGriddles.

Meanwhile, the mechanics surrounding the jacket are intended to add an element of exclusivity and further build excitement around this year’s return. According to the spokesperson, the collaboration ultimately celebrates the community that has formed around McGriddles in Singapore while spotlighting local creativity in a way that feels relevant to the brand.

McDonald’s has previously tapped into the following around McGriddles through experiences beyond the menu. Last year, it hosted its first-ever "Griddlecore A.M. Fest" at Cineleisure, an invite-only morning festival dedicated to fans of the breakfast item. The event featured live sets from local acts Estelle Fly, DJ Taz Angullia and DJ Nicolette Yip.

Beyond the music, the festival featured a range of McGriddles-themed activities, including personalised charm-making, collectible holographic “emotional baggage” tags and interactive photobooths, turning the recurring breakfast comeback into a wider fan experience.

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