HABIB’s latest collab swaps jewellery showcases for bedtime stories

HABIB is venturing into unexpected territory, children’s storybooks, through a new collaboration with local animation IP Didi & Friends aimed at blending literacy, moral lessons and early financial awareness.

Dubbed the “HABIB x Didi & Friends storytime collection”, the initiative marks a different kind of brand play for the jeweller, one that shifts away from traditional ideas of luxury and instead focuses on cultivating what it describes as long-term values from a young age.

The collection features four classic children’s tales including The Hare and the Tortoise, The Monkey and the Chili, The Shepherd and the Wolf and The Lion and the Mouse. Each title is paired with a 0.20 gram 999.9 gold wafer carrying its own unique design.

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According to HABIB, the idea was to make the concept of gold ownership and saving more approachable for children, while simultaneously encouraging reading habits and positive values such as patience, honesty and wisdom.

“Through this approach, we aim to introduce gold in a way that is more accessible and easier for children to understand. At the same time, we hope it will encourage a love for reading while nurturing positive values from a young age,” said Meer Habib, executive chairman of HABIB Group.

The move also reflects how brands are increasingly leaning into local intellectual property and family-oriented storytelling to build deeper emotional resonance with consumers.

Rather than positioning gold purely as a luxury purchase, the campaign reframes it as part of a broader conversation around learning, habits and intergenerational value.

Priced at RM198 per book, the collection also comes as a complete four-book set retailing at RM792, bundled with an exclusive storybook bag.

For HABIB, the collaboration signals a broader attempt to connect with younger families through culture and education, while giving the traditionally serious concept of savings a more playful and accessible entry point.

In October last year, HABIB unveiled the fourth instalment of its limited-edition gold wafer collection in collaboration with Zoo Negara, continuing its mission to celebrate Malaysia’s wildlife while supporting conservation efforts.

The new HABIB x Zoo Negara 999.9 gold wafer collection features four intricately designed wafers depicting the panda, sun bear, tapir and black panther, each crafted from 999.9 fine gold and inspired by the animals’ natural habitats.

The designs reflect the cycle of a day in nature, beginning with the panda in the calm of morning, moving to the sun bear at noon, followed by the tapir in the evening, and closing with the black panther under the cover of night.

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