7-Eleven Singapore adds toys and collectibles across stores
Exclusive Kawaii Collection aims to make stores “places of discovery”.
7-Eleven Singapore is betting on toys and collectibles as a new growth driver, introducing exclusive merchandise under its Kawaii Collection, refreshed every two months. The range includes licensed characters and blind-box collectibles designed specifically for the chain’s outlets.
While toys currently account for a single-digit share of sales, the segment is growing rapidly, said managing director Anushree Khosla, in an interview with The Business Times. Collectibles tap into the global “kidulting” trend, where adults increasingly purchase toys for themselves. “Singapore consumers love collectibles,” Khosla noted, adding that demand for character-driven and limited-edition items is rising across Asia-Pacific.
Behind the initiative is a sourcing team that tracks regional trends and collaborates with suppliers to create exclusive designs for 7-Eleven. Each collection follows a defined life cycle, ensuring a steady stream of novelty in stores.
The strategy aligns with a broader ambition: transforming convenience stores into discovery-led destinations, similar to Japan and Taiwan. To achieve this, the retailer is reshaping its product mix and store formats, introducing localized items and upgrading about 50 outlets with brighter zones and refreshed displays to encourage browsing.
These changes support a shift from “last-stop convenience” to “foodvenience,” focusing on ready meals, curated snacks, and unique products. Concepts are tested locally before wider rollout, balancing innovation with commercial discipline.
