Commentary: Why are consumer and F&B brands selling toys – and why are we buying them?

Maria Simulescu

Before you scramble for the next limited-edition brand plushie, writer Annie Tan advises you to ask yourself: Will you still want it in a year? SINGAPORE: Who would have thought that your local Sheng Siong and FairPrice would become the new battleground for collectible plushies? On Apr 26, Milo launched limited-edition plushies of Milo drinks, kaya toast, soft-boiled eggs and gem biscuits in celebration of its 75th anniversary in Singapore. Shoppers were seen crowding around Milo displays and