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7-Eleven Singapore taps toys and collectibles to position stores as ‘places of discovery’

It rolls out exclusive merchandise under a Kawaii Collection that is refreshed every two months

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Renald Yeo

Renald Yeo

Published Fri, Jan 2, 2026 · 07:00 AM
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    • 7-Eleven Singapore managing director Anushree Khosla says collectibles help tap into what retailers globally describe as "kidulting", where adults increasingly buy toys for themselves.
    • 7-Eleven Singapore managing director Anushree Khosla says collectibles help tap into what retailers globally describe as "kidulting", where adults increasingly buy toys for themselves. PHOTO: YEN MENG JIIN, BT

    [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.

    Singapore retail7-eleven

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