Neutrogena x Wiggle Wiggle: Mystery Pocketable Shopping Bags

Brand	Neutrogena
Campaign	Wiggle with Neutrogena Gift With Purchase
Market(s)	Singapore
Merchandise Type	Licensed gift-with-purchase merchandise and event POSM
DTC World’s Role	IP licensing, merchandise concept and design, POSM design, production, quality control, warehousing and fulfilment

What We Delivered

For its Hydro Boost promotion in Singapore, Neutrogena wanted to identify a suitable licensed IP and develop a gift with purchase that could attract attention in a competitive skincare category while giving shoppers a stronger reason to choose the brand.

DTC World developed the campaign merchandise around Wiggle Wiggle, a colourful South Korean IP. Our scope covered the project from licensing through to the POSM used at the retail activation: securing the IP licence, developing the merchandise concept, designing the POSM, coordinating approvals, and managing production, quality control and fulfilment.

The finished campaign was rolled out across multiple retail and e-commerce channels, including Watsons, Guardian, FairPrice, Shopee, Lazada and RedMart, supported by a dedicated booth activation at Watsons JEM. By managing the licensed artwork, merchandise and retail assets together, the visual identity remained consistent from the in-store promotion to the gift customers took home.

Custom Licensed Merchandise Created

The hero gift was the Mystery Pocketable Shopping Bag — a reusable shopping bag folded inside a soft Wiggle Wiggle plush keychain.

This two-in-one format of the plush keychain foldable bag was developed as a blind box gift-with-purchase, making it particularly suitable for retail redemption. Compact enough to store and distribute at the counter, visually distinctive enough to attract attention, and practical enough for customers to continue using after the campaign. It combined everyday functionality with the excitement of a mystery reveal.

Retail POSM and Activation Experience

To complement the nationwide promotion, Neutrogena also hosted a dedicated pop-up activation at Watsons JEM. DTC World designed, produced and installed the campaign POSM for the activation, including the interactive photo booth and booth graphics.

By developing both the licensed character merchandise and the activation assets, DTC World created a consistent campaign experience across retail displays, the event space and the gift customers redeemed.

The campaign generated a strong retail response. Watsons’ initial redemption allocation was fully redeemed within the first three weeks, while Neutrogena also recorded increased online sales during the campaign period. Together, these results reflected the appeal of the licensed merchandise and the strength of the integrated retail campaign.

Partnering With DTC World

A successful licensed campaign starts long before the first product is made. Choosing the right IP, developing merchandise that fits both the brand and the campaign objective, and delivering a consistent retail experience all contribute to its success.

DTC World helps brands bring licensed campaigns to life from end to end. We can identify and secure the right licensed IP for your brand, develop campaign merchandise concepts, design and produce the merchandise collection, and create the supporting POSM and retail activation experience. From licensing and creative development through production, quality control, warehousing, fulfilment and installation, we manage every stage under one team.

Whether you’re planning a gift-with-purchase campaign, retail activation or licensed brand collaboration, we help create campaign merchandise that customers want to redeem, carry and remember.

Not Just Merch — Merch That Drives Engagement.