For Sushi Express Singapore’s Powerpuff Girls campaign, DTC World developed a range of licensed merchandise designed to support both collectability and in-store engagement.
The objective was not just to introduce Powerpuff Girls merchandise into the campaign, but to create formats that feel distinctive to Sushi Express while encouraging customers to interact with the merchandise throughout the redemption journey.
Images: Sushi Express Singapore
Sushi Express Powerpuff Girls merchandise at media launch event
Powerpuff Girls licensed merchandise launch event at Sushi Express Singapore
Instead of functioning as standalone gifts, the merchandise became part of how customers experienced the campaign.
Interactive Powerpuff Girls Merchandise Collection
The plush concepts were developed around a Sushi Express-inspired interpretation of the Powerpuff Girls characters.
The characters were designed wearing kimono-inspired outfits with sushi-themed elements, helping the merchandise feel connected to the Sushi Express brand.
The plush series features interchangeable sushi elements, adding interaction and customisation to the collectible experience.
To make the merchandise more engaging, the sushi elements attached to the plushies were designed to be interchangeable. This allows customers to interact with and customise the plushies, turning the merchandise into something more experiential rather than purely decorative.
Collectible Accessories
Alongside the plush collection, flight tags and collectible keycharms were developed as smaller-format merchandise for the campaign.
Production & Fulfilment Execution
DTC World managed the full execution of the merchandise programme, including:
merchandise concept adaptation
licensed IP coordination
production and quality control
The merchandise campaign received strong response from customers, with redemption moving faster than initially expected. The plushies were fully redeemed before the campaign period ended.
Strong customer response led to rapid redemption of the collectible Powerpuff Girls plush merchandise. source: Sushi Express Singapore
This demonstrates how licensed merchandise can become more effective when the formats are designed specifically around how consumers interact with the brand environment.
This project demonstrates DTC World’s capability in developing licensed character merchandise programmes that combine collectability, interaction and campaign engagement into a cohesive merchandise system.
From concept development through to production and fulfilment, DTC designs & delivers campaign-ready merchandise end-to-end.
Not Just Merch — Merch That Drives Engagement
Contact DTC World today to design your next standout campaign.
