Too cute to eat

Limited-edition food and drink plushies and merch spark feeding frenzy

- Eunice Quek

The new food flex is not just about the latest opening or food one might have queued for, but also scoring the limited-edition mystery merchandise that comes along with it.

Often packaged like a blind box, the exclusivity and surprise element leave collectors coveting more of these keychains, T-shirts, bags and adorable plushies inspired by the cuddly, smiley soft toys from British company Jellycat.

In January, there was the rush for the cute, fried chicken-wearing cat toys by fast-food chain KFC Singapore's collaboration with Japanese brand Mofusand, followed by the raiding of supermarket shelves in April for Milo plushies.

On Aug 22, Milo Singapore's Instagram account hinted at their return with a "Coming Soon" post.

KFC Singapore's director of marketing and food innovation Jaslyn Lam says its KFC x Mofusand collection is its biggest merchandise drop.

The chain's most recent launch was the Mantou Crossbody Bag in July, in line with its Chilli Crab Mantou menu for National Day, available till Sept 2.