Marketing Connected
Marketing Connected is your weekly low-down on the inspiring stories across Southeast Asia's marketing, advertising, and media industry. Visit our website at www.marketing-interactive.com for the latest updates in the marketing and advertising industry.
Marketing Connected
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.
Such dual-tier campaigns demonstrate how brands are increasingly designing collectibles to appeal to two distinct customer segments at once. MARKETING-INTERACTIVE speaks with industry players to find out the link between collectibles, loyalty marketing, and meaningful engagement.