It rolls out exclusive merchandise under a Kawaii Collection that is refreshed every two months
[SINGAPORE] 7-Eleven Singapore is turning to toys and collectibles as a new growth lever, as the convenience-store chain seeks to defend its edge in an increasingly crowded retail market.
Over the past two years, the company has expanded its toy offering, rolling out exclusive merchandise under a Kawaii Collection that is refreshed every two months.
The range features licensed intellectual property such as Crayon Shin-chan – a popular Japanese manga series and television show – alongside blind boxes and small collectibles developed specifically for 7-Eleven outlets.
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