Kaya toast, Milo peng: Plushie fans look left, look right for free limited-edition Milo collectibles

SINGAPORE – Milo and behold, not many Singaporeans can resist the adorable appeal of the chocolate malt beverage maker’s latest collection of limited-edition plushies.

Since the launch of the eight toys on April 26, fans have been seen raiding supermarkets and carting away cartons and bags of Milo products, and documenting their coups on social media.

The collectibles, split into two series, were introduced as part of the brand’s 75th anniversary celebrations and take the name and appearance of local food favourites. They come bundled randomly with Milo promotion packs.

The Breakfast Set features fuzzy toys in the likeness of Milo peng, Milo cup, Milo tin, kaya toast and soft-boiled eggs; while the Breaktime Set series comprises the Milo packet, iced gem biscuit and bun plushies.

In viral TikTok videos, customers can be seen stacking packet upon packet of Milo into their shopping carts, while others crowd round the Milo display corner.

“Traffic jam from Milo?” quipped user @eat.cook.eat in her TikTok post, capturing the chaotic yet amusing scene of shoppers vying for their share of the coveted toy.

Some can be seen feeling their way through the opaque Milo packets in search of their desired soft toy variation to complete their Milo plushie collection.

A 29-year-old plushie collector who wants to be known only as Amanda told The Straits Times that the Milo plushie bundle sets were sold out at the FairPrice outlet in Woodlands Civic Centre when she visited on April 27.

Then she tried her luck at the FairPrice store in Causeway Point, only to find the toys wiped out as well.

“But while I was all upset and looking at the normal Milo carton, an auntie came and put that ‘bun’ (bundle set) down and took the normal Milo carton instead,” said Amanda. “I’m sure she’s not after the plushie, but the Milo with good-value price,” she said.

In all, Amanda has so far collected a bun plushie and one of the soft-boiled eggs.

Reminiscent of Jellycat’s popular toy line, user @shamnom has posted an unboxing video of her purchase, affectionately dubbing the plushies “Milo Jellycats” – a playful nod to its virality.

In true GE2025 style, TikTokers have creatively stitched videos of themselves rummaging through Milo packets to the tune of Mr Samuel Lee – an election candidate from People’s Power Party – singing, humorously suggesting they “look left, look right, look left, look right” in search of their preferred Milo toy.

Nothing like a little sweetness to cut through the noise amid the heated debates during the election campaigning.

Meanwhile, some people have taken to Carousell to capitalise on the hype, offering their collection to eager buyers.

A check on the online marketplace on the afternoon of April 28 found scalpers reselling the toys at prices ranging from $1 to as much as $109.90 for five plushies and the Milo drink. The drink-and-toy bundles are priced at $7.95 and $14.35 online by FairPrice.

According to Milo Singapore’s Instagram post, the bundles will be available at five supermarket chains – FairPrice, Cold Storage, Giant, Sheng Siong and Prime.

This article was originally published on The Straits Times. Its inclusion on this website is solely for education purposes.