Horlicks x Toast Box Blind Box Plushies – Collectible GWP Merchandise for F&B Campaigns
Brand | Horlicks x Toast Box |
Campaign | Toast & Malt Set Blind Box Plushie Redemption |
Market(s) | Singapore |
Merchandise Type | Blind Box Plush Collectibles |
DTC World’s Role | Merchandise production and fulfilment |
What We Delivered - Blind Box Merchandise Designed for Redemption Engagement
For the Horlicks x Toast Box collaboration, DTC World supported the production of a series of blind box plush collectibles developed for a meal-based redemption campaign.
The focus was on translating character concepts and designs into campaign-ready merchandise — ensuring the plush formats were suitable for production, packaging and rollout. This reflects a Creative Merchandising approach, where DTC World delivers campaign-ready merchandise end-to-end — adapting concepts into formats that work effectively within real campaign conditions.
Custom Merchandise Created
Blind Box Plush Collectibles
The plush series features four designs, including a secret variant, developed around Horlicks’ brand identity and its association with local breakfast culture.
DTC World managed the production and fulfilment of the plush series, ensuring consistency across multiple designs within a single campaign.
Social Engagement and Collectability
The blind box format generated visible engagement across social platforms, with users sharing their collection progress and unboxing experiences.
Related Campaign Mechanics
Blind box plush GWP has emerged as one of the strongest engagement mechanics for F&B and retail campaigns across APAC. Below are similar campaigns DTC World has delivered — each one a different variation of the format
- Lee Kum Kee Panda Magnet blind box GWP — Lee Kum Kee’s licensed character blind box magnet collectible series, F&B sauces category
- Nippon Paint Sumo Squad plush blind box — Nippon Paint’s character-driven plush blind box series, demonstrating the format works beyond F&B
- Zespri Lunar New Year plush blind box — Zespri’s festive plush blind box for produce category, peer plush blind box GWP
- The Laughing Cow plushie keychain regional GWP — The Laughing Cow’s licensed plush keychain blind box across regional markets
Partnering With DTC World
This project demonstrates DTC World’s capability in supporting collectible promotional merchandise, where initial creative concepts are adapted into formats that can be produced, packed and distributed reliably at scale.
By bridging design intent and production reality, DTC World ensures merchandise is not just visually aligned, but also operationally ready for campaign deployment.
Not Just Merch — Merch That Drives Engagement
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