By Marielle Nones, Associate Creative Director, Dentsu Creative Singapore and Sonya David, Head of Strategy, Media, dentsu Singapore
SINGAPORE – Remember the McDonald’s x Hello Kitty craze in Singapore in 2000? We saw long queues, intense competition, and nostalgic memories for many, who were after the thrill of the chase, shared experience, and the feeling of owning something that not everyone could.
Now twenty-five years on, the frenzy has not faded. Today’s collectibles might come in different characters, but they still spark similar emotions. Singapore’s appetite for cute merch is alive and well, as seen from Milo’s plushies to KFC x Mofusand merch, Pizza Hut’s first-ever plushie Sir Melts-a-Lot, Singtel’s blind box plushies featuring Singapore-themed icons, Sushi Express x Tom & Jerry, and KitKat plushies.
Globally, the same story unfolds, where McDonald’s Japan recently ran a campaign giving away limited-edition Pokemon cards with Happy Meals’ purchase, which triggered long queues and social media outrage about food waste. What began as a simple promotion quickly became a case study in human behavior, marketing psychology, and the enduring allure of scarcity.
The collectible psyche: Why we keep coming back for more
The human fascination with collecting is hardly new. From limited-edition Coke cans and sports memorabilia to Cabbage Patch dolls and Hello Kitty figurines, collectibles have always held a special place in consumer culture. The difference now is what we collect and why.
For someone buying art or jewellery, their interest is often validated as investment or sophistication – but swap those for toys or figurines, and the behavior can be dismissed as childish. That stigma, however, is changing, as high-value collectibles like Bearbricks and KAWS have bridged the validation gap between plaything and prestige.
Today’s blind boxes, surprise drops, and plushie hunts are simply a modern avatar of our innate behaviour: the desire to own, belong, and remember.
Kidulting, comfort and control
This is kidulting – adults embracing hobbies and interests traditionally associated with children, from cartoons and plushies to gaming and trading cards. Beyond harmless fun, it reflects a generation coping with uncertainty.
In a world that demands constant productivity yet offers little stability, traditional milestones like home ownership or financial security feel out of reach. Amid rising costs and burnout, collectibles offer something rare: instant gratification.
Scoring that limited-edition plushie or mystery figurine delivers a small, personal “win”. More than the toy itself, it is comfort, a tangible, purchasable dopamine hit that can be held, protected and displayed within one’s control.
It is no coincidence that the rise of toy collectibles parallels conversations around mental wellness and the healing of one’s inner child. Characters like Labubu and Crybaby tap into portraying emotional vulnerability, offering a commercialised empathy to contrast the harshness of adulthood challenges. Collectibles are now a modern shorthand for self-care and self-expression.
Nostalgia, identity and the new sense of belonging
Conventional adulting milestones are increasingly delayed – millennials and Gen Zs are choosing to postpone traditional milestones like marriage or home ownership in response to the tougher environment around them. Instead, they are creating emotional and financial space for these playful pursuits to find more immediate happiness. Collectibles allow adults to celebrate individuality, nostalgia, and even national identity in small, affordable doses.
When brands create collectibles, they are not just selling a product, but evoking memories. A Milo plushie is not just cute; it is a throwback to school sports days and breakfasts as a child. Or when Sonny Angel, for example, explores a Cabbage Patch collection or Japanese good luck series. It is a shared emotional language that binds generations.
Going beyond nostalgia, these collectibles also spark a sense of community. Along with the rise in anime and K-culture, fandoms are modern tribes, and collectibles become their badges of belonging. Whether it is queuing for a limited drop, swapping items in an online forum, or proudly displaying a shelf of favorites, these small acts turn consumers into participants. One does not just buy a plushie or collector’s merch; they join a world with its own characters, backstories and interactions. The stories of these worlds also find their way into social media and real life, whether it is the story of the ‘most expensive Labubu’ or Sonny Angels as custom nail designs.
What brands can learn from the collectible craze
For brands, success lies in understanding that collectibles are not mere merchandise, they are emotional connectors that can build loyalty beyond what any discount or advertisements can achieve.
Create platforms of participation
Collectibles work because they invite consumers to do something: queue, trade, unbox, share. Each of these moments becomes a social ritual that deepens engagement and extends the brand narrative. Instead of limited edition campaigns, brands should design long-term collectible ecosystems, where each drop, collaboration, or reveal adds a new chapter to a shared world. Promoting an ongoing cultural franchise weaves collectible owners into a part of the story and gives them a sense of belonging.
Engineer emotional scarcity
The most successful collectible drops balance accessibility and aspiration: everyone can play, but not everyone can win. When done right, scarcity becomes emotional currency – a symbol of commitment and community. The key is to create earned exclusivity: reward engagement, creativity, and loyalty rather than sheer purchasing power.
Turn characters into brand worlds
Collectibles with backstories, personalities, and emotional depth become cultural icons. Brands should invest in character IP, designing mascots or personas that reflect generational moods, social values, and even local identity. When fans can project themselves into a world such as through social media, fan art, or AR filters, the brand transcends product to become culture.
Leverage fandom as social infrastructure
Fandom is the true engine of the collectibles economy. Collectors form self-driven communities that act as unpaid ambassadors, content creators, and co-branders. Brands should architect experiences that nurture these groups – spotlight fan creativity, co-create with them, and empower them to lead the conversation. For example, BTS’s ARMY Bombs became iconic because fans made them their own, and the brand celebrated that creativity.
Align collectibles with generational sentiment
Characters like Labubu, Sonny Angels and Crybaby mirror today’s emotional climate where people desire comfort, vulnerability, and softness amid uncertainty. Brands that understand the emotional pulse of their audience can use collectibles as empathy tools, not just engagement levers. With greater integration of AI in aspects of life, the next wave is not far off. AI-driven collectibles that converse, learn and evolve with their owners are already hitting the shelves. AI has the opportunity to take the Tamagotchi habit to the next level, but whether they will spark an increased surge in the collectible industry, is yet to be seen.
The true ROI of collectibles is not in short-term sales spikes, but in cultural endurance. When a collectible becomes part of a consumer’s identity, it drives advocacy, repeat engagement, and organic visibility for years. It reminds us that in an age of hyper-digital commerce, the most valuable brand moments are still physical, social, and deeply human.
