Maybank Mr. Tiger Collectible Figurine: Driving Brand Engagement with Mascot Merchandise
How Maybank Turned a Mascot Into a Viral Engagement Story
Client | Maybank Malaysia |
Campaign | MR. TIGER Collectible Launch – October 2025 |
Market(s) | Malaysia |
Merchandise Type | Figurine, Plush Toy, Tote Bag |
DTC World’s Role | Design, Sourcing, Production, Fulfillment |
Campaign Objective
In a category where engagement often feels transactional, Maybank set out to strengthen emotional connection with its customers — particularly younger, mobile-first users of the MAE app.
The goal: humanize the brand, drive digital engagement, and reignite affection for its MR. TIGER mascot in a way that feels playful and shareable.
By launching a limited-edition collectible series, such as the MR TIGER figurine, via Sama-Sama Lokal, Maybank transformed a simple in-app promotion into a conversation starter — merging nostalgia, fandom, and exclusivity to capture both attention and hearts.
What We Delivered - Bringing MR. TIGER to Life
DTC World collaborated closely with Maybank to create the MR. TIGER Collection — a trio of thoughtfully designed character merchandise (custom figurine, tote bag and plushie) that reinforced the bank’s warm, approachable image.
Each piece was built for tactile appeal and collectability, encouraging repeat engagement throughout the campaign period.
From design conceptualization to production, DTC World ensured every item captured the joy and approachability that Maybank wanted to project.
Why It Worked – Engagement That Felt Personal
Before launch, Maybank teased the collection with a single post —”Comment “I want #ItsGottaBeMAE” if you wish you had one! — that generated over 800 comments and 100 shares, proving how much MR. TIGER resonated with audiences.
When the collection dropped, the limited releases on Sama-Sama Lokal created urgency and excitement, driving traffic to the MAE app while reinforcing Maybank’s innovative digital-first positioning.
Marketing Impact Highlights
✅ Collectible design tapped into nostalgia and fandom
✅ Exclusivity and timed drops amplified social buzz
✅ Strengthened Maybank’s digital and emotional brand presence
✅ Turned branded merchandise into an engagement engine
Partnering With DTC World
From design sketches to finished collectibles, DTC World brought MR. TIGER’s personality to life through creative design and meticulous production.
As a leading merchandise agency and custom merchandise maker in APAC, we help financial institutions and consumer brands turn campaigns into memorable brand experiences — not just giveaways.
Not Just Merch — We Make Characters Come Alive.
Looking To Create Promotional Merchandise That
Connects With Your Audience?
Let’s design impactful merchandise that tells your brand story and drives results.
Alternatively, you can explore our past Showcase portfolio for more inspiration:
