In 2026, KFC Malaysia introduced a Quby character collaboration as part of a nationwide promotional campaign. The programme combined collectible merchandise with both purchase-with-purchase (PWP) and gift-with-purchase (GWP) mechanics to support engagement across restaurant, mobile app and food delivery channels.
For this promotion, DTC World supported the campaign through licensed merchandise production and packaging execution, ensuring that all items adhered to the character artwork specifications and quality standards required for licensed merchandise.
credit: KFC Malaysia
The campaign featured several merchandise formats designed to work within both collectible retail promotions and festive giveaways.
Blind Box Phone Charms
The promotion introduced a series of 4 Quby character phone charms, distributed through blind box packaging as a purchase-with-purchase item alongside selected meal combinations.
Quby character phone charm produced for the KFC x Quby collectible merchandise series.
Sleepy Quby phone charm from the collectible character series.
Hangry Quby design from the blind box phone charm collection.
Delulu Quby character design from the blind box charm set.
Quby Phone Pouch (Purchase-With-Purchase Premium)
The campaign also featured a Quby-themed phone pouch, available exclusively through KFC app orders as a purchase-with-purchase premium.
credit: KFC Malaysia
Phone pouch designed as a practical accessory within the campaign merchandise collection.
Lunar New Year Red Packets
To align with the campaign’s timing during the festive season, the promotion also included a Quby-themed red packet set distributed with selected meal purchases.
credit: KFC Malaysia
Lunar New Year red packet designs featuring the Quby character collaboration.
Quby Sticker Sheets Giveaway
The promotion also included Quby character sticker sheets distributed with children’s meal purchases.
credit: KFC Malaysia
Character sticker sheet featuring multiple Quby illustrations.
The campaign required coordinated production across multiple merchandise formats, each designed for different promotional mechanics and distribution channels.
DTC World managed the manufacturing coordination and packaging production for the merchandise, ensuring that the items were produced according to the licensed artwork specifications and approved materials required for character merchandise.
Character collaborations often require merchandise partners who can work within licensed artwork guidelines, production specifications and retail campaign timelines.
For the KFC x Quby promotion, the merchandise programme combined collectible accessories, practical lifestyle items and festive giveaways. By coordinating the production of these items while adhering to character licensing requirements, DTC World supported the execution of the campaign across multiple promotional channels.
Not Just Merch – Merch That Makes Campaigns Collectible.
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