Inside Scoop celebrates 12 sweet years with blind box plushies

To mark its 12th anniversary, Malaysian ice cream favourite Inside Scoop is serving up more than just scoops. It’s giving fans a playful surprise with its new "Scoop squad" blind box collection.

The limited-edition plushies feature four whimsical characters – Cakey, Duckie, Sir Waffleton, and Scoop Friends – each hiding a foldable bag inside. Available in-store nationwide for RM25 each until 30 November, several outlets reportedly sold out on day one, proving that joy (and a little mystery) never goes out of style.

“We didn’t set out to make a big splash, this was really the team’s passion project,” said Andrew Hong, head of marketing at Inside Scoop. “Our younger creatives just wanted to make something joyful, and seeing how Malaysians have embraced it has been really heartwarming.”

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The plushies were designed entirely in-house, with the conceptualisation and design taking about two weeks across 12 draft designs, and production, including multiple rounds of samples, spanning four to five months. Fatin Japre, who heads social media and led the campaign, added, “We joked about making our own blind boxes, but none of us thought it’d really happen. Now people are collecting them in stores, it’s the sweetest kind of surprise.”

The brand was inspired by functional merchandise like TNG cards and cooler bags, and the idea of fans spotting Inside Scoop merch during daily routines. “Honestly, we were largely driven by FOMO (fear of missing out),” Hong told A+M. “We saw how well fans responded to other plushie and blind box launches. The goal was to make our Gen Z 'Inside Scoopers' happy, and the response has been amazing.”

Alongside the blind boxes, Inside Scoop is also launching a Neapolitan Series featuring classic ice cream flavours and celebrating Children’s Day on 20 November, where kids under 12 can enjoy a free scoop (limited to 100 per outlet). Hong acknowledged, “We thought we were late to the plushie party and that the hype was almost gone, but the reception has been so strong we dare say it’s here to stay for a bit.”

Fans can grab their Scoop Squad Blind Boxes exclusively at Inside Scoop outlets nationwide while stocks last.

Earlier in August this year, Inside Scoop turned nostalgia into dessert with the return of its popular 'Lokal Legends' collection. For its second edition, the homegrown brand teamed up with six iconic local F&B favourites — Gardenia, GSC, Julie’s, Beryl’s, ZUS Coffee, and Farm Fresh — to create limited-edition flavours inspired by some of Malaysia’s most beloved treats.

The collection transformed nostalgic favourites into creamy, handcrafted ice cream, celebrating the country’s culinary heritage. Gardenia’s Twiggies Choc-A-Lot, for example, layers milk chocolate ice cream with bite-sized pieces of the childhood snack, offering a scoopable reminder of simpler times. By leveraging the strength of local childhood favourite brands and weaving them into Malaysians’ love for ice cream and desserts, the collaborations felt like a natural fit.

F&B brands in Malaysia have been all on the plushie train this year. Tea beverage chain CHAGEE stirred up joy across Southeast Asia with the launch of its limited-edition "Bes-tea" plushie collection, now available in Singapore, Malaysia and Thailand. Gong Cha also debuted four character plushies: Brownie Mars, Berry Eilish, Boba Marley and Taro Swift, for its 14th anniversary. 

Meanwhile, ZUS Coffee unveiled as a relaunch of its "ZUS Buddy" plushie. This time, with a range of emotions and expressions, here to remind everyone: "It's okay to feel emotions, because every feeling matters". In July, KFC Malaysia released its "Kepcibara" campaign, which introduces a trio of charming 3.5-inch tall plushie capybaras, each with their own quirky personality and backstory. 

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