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

[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.