Loyalty marketing gets cute with plushie strategy

As we head into 2026, the trend of using plushies as an extension of a brand long past purchase, doesn't seem to be slowing down. While some might pass off the initiatives as just "cute", others such as McDonald's Singapore are using plushies not just to spark joy, but to shape behaviour, reward loyalty and drive retention.

In celebration of Lunar New Year, the fast-food brand is releasing its first-ever plushie collection, the “Prosperity Pals”. The trio draws inspiration from McDonald’s iconic “Prosperity” menu, designed to dial up joy and add a playful touch to festive décor. The plushies will be released across three drops, each available for an affordable SG$8.80 with any meal purchase.

Don't miss: Cute, cuddly, calculated: How plushies are helping brands stay relevant 

Taking the strategy a step further, McDonald’s has also introduced a “Prosperity Pals” set featuring all three plushies housed in an exclusive box. The set is redeemable only by their members using the McDonald's app, otherwise known as the MyM Members, for 2,688 MyM Rewards points, equivalent to approximately SG$268.90 in spend. Limited in quantity and gated behind points redemption, the set introduces a clear behavioural threshold of rewarding consistent engagement rather than a single purchase.

“This exclusive is our way of delivering a rewarding experience for our McDonald’s app users and expressing a big thank you to our superfans,” explained a McDonald’s Singapore spokesperson when MARKETING-INTERACTIVE reached out. 

McDonald’s is not alone in adopting this approach. In Malaysia, Resorts World Genting introduced Tian Ma, the newest member of its Highland Heroes family, releasing limited-edition Tian Ma plush toys exclusively to Genting Rewards members via redemption and purchase. Beyond merchandise, Tian Ma was woven into a broader ecosystem, appearing in an immersive brand film and across Genting SkyWorlds’ Immersive Studio, illustrating how collectibles can drive multi-touchpoint engagement beyond the point of sale.

One collectible, two audiences

Such dual-tier campaigns demonstrate how brands are increasingly designing collectibles to appeal to two distinct customer segments at once. In McDonald’s Singapore’s case, the SG$8.80 plushies lower the barrier to entry, welcoming casual customers and encouraging repeat visits. Meanwhile, the MyM-exclusive set rewards deeper commitment, requiring sustained engagement to unlock.

“Dual tier campaigns can be highly effective when the distinction between the tiering is clear and meaningful,” said Terence Teo, co-founder and managing partner of Meet Isaac. “Casual buyers feel welcomed and are rewarded for their participation, which helps build positive early brand relationships, while loyal members feel recognised for their commitment and time invested with the brand.”

He added that loyal customers should be empowered with limited editions, personalisation or early access, rather than simply receiving “more of the same”.

Sandeep Joseph, CEO and co-founder of Ampersand Advisory, echoed this view, noting that while brands need to attract new users and encourage light users to buy more, loyal customers are sometimes overlooked.

“A dual-tier campaign can protect the business in the medium term by ensuring loyal users are recognised and rewarded,” he said, adding that rewards do not always have to be financial. However, Joseph cautioned that not every campaign needs layered mechanics.

“If a brand is doing a great job communicating with and creating value for loyal users - which should be an always-on task - then other campaigns could be very focused on acquisition,” he added.

Turning seasonal collectibles into behavioural tools

From April to December 2025 alone, MARKETING-INTERACTIVE covered approximately 35 stories on brands launching plushies, with momentum continuing into the Lunar New Year period. While some may warn of over-saturation, experts argue that collectibles remain effective when they feel earned rather than given.

“Collectibles still drive meaningful engagement but only when they are designed with intent,” said Teo, adding that:

What creates impact now is the story behind the collectible, how it fits into a wider universe, and whether it feels earned rather than given.

Teo added that phased releases and tiered access transform collecting into a gamified journey. “When customers feel they are completing a set or unlocking something exclusive, engagement naturally follows. It mirrors a gamified loyalty experience where the collectible becomes part of the journey rather than a standalone reward.”

Joseph, however, noted that collectibles are increasingly becoming a baseline expectation. “Seasonal collectibles are a growing trend. Malaysian brands such as Astro and Omnia have been doing it for years, but other brands are jumping on the b(r)andwagon. The question will always be: how can a brand cut through with collectibles?”

This thinking extends beyond fast food. Brands across fashion, gaming and entertainment are deploying similar tiered strategies, using accessible collectibles to drive traffic while reserving premium editions for loyal fans, often as part of broader CRM and data strategies.

Beyond engagement, seasonal collectibles are increasingly being leveraged as behavioural tools. “Seasonal collectibles are definitely evolving into behavioural tools that brands deploy to shape habits, reward consistency and gather insights across the customer journey,” said Teo. “When integrated with CRM systems, these actions become valuable signals.”

In practice, this can mean driving repeat visits, app usage, profile completion or event participation, deepening engagement while generating richer consumer insights. Joseph stressed that alignment remains critical. “Why do you want to do a collectibles campaign? Is it helping to solve a business problem? And is your collectible memorable, or is it meh?”

Both experts cautioned that over-saturation or misalignment can quickly erode value. If collectibles become too frequent, too easy to obtain, or disconnected from brand values, their impact diminishes. According to Joseph: 

Collectibles should not become an end in itself. 

“They must align with the brand’s values and not become a tax on consumers. They can drive engagement, but they won’t impact retention, frequency or advocacy after the campaign is over," he added. 

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