KFC and Mandai X are sending little explorers on a wild mission

KFC Singapore is teaming up with Mandai X’s Ranger Buddies for a year-long collaboration aimed at bringing wildlife education and interactive play into its family dining experience.

Launching on 1 October, the partnership will see KFC outlets across Singapore transformed into "Ranger Buddies outposts", with themed trayliners, customised Lil’ Buckets and table stickers. The collaboration will run until 30 September 2027 and marks the first tie-up between KFC Singapore and Mandai X.

Speaking to MARKETING-INTERACTIVE, Jaslyn Lam, director of marketing and food innovation at KFC Singapore, said Ranger Buddies was a natural fit for the brand as it brings together two areas central to KFC's approach — families and fun.

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Rather than simply placing a new design on its kids' meal, KFC wanted the collaboration to spark children's curiosity and encourage them to engage with the world around them, she explained.

“Ranger Buddies gives us a wonderful platform to turn the KFC Lil’ Bucket Meal into a gateway to an adventure, where children can discover amazing animals, learn more about wildlife and see how even small actions can make a difference,” said Lam.

For KFC, the partnership also forms part of its efforts to build connections with younger consumers and families beyond the dining occasion. Its year-long format is intended to give families an experience they can repeatedly return to rather than a one-off activation.

At the centre of that strategy is a series of KFC x Ranger Buddies collectible cards, with five new cards to discover each month. The cards will be given out with every purchase of a 'Lil’ Bucket meal' or 'Lil’ Bucket family meal'.

Each pack will also contain a mission card that unlocks monthly digital adventures, where children can complete activities for a chance to receive rewards ranging from KFC treats to tickets to selected attractions at Mandai Wildlife Reserve.

According to Lam, the physical and digital elements were designed to work as one continuous experience rather than separate campaign touchpoints. The Lil’ Bucket Meal serves as the entry point, while the collectible cards offer something tangible for children to discover and share, and the digital missions extend the experience beyond KFC's restaurants.

“We also wanted there to be a sense of discovery throughout the year,” she said, pointing to the introduction of new cards and missions as a way of giving children something new to return to.

“For us, the magic is in how these pieces connect. A family can enjoy a meal, discover a new animal through their cards, take on an interactive mission and then come back for their next discovery. Each experience naturally leads into the next,” Lam added.

The collaboration also extends into the KFC app through its 'Lil’ Bucket world', a dedicated digital space featuring games and rewards. Children can visit the Ranger Buddies tree house within the platform to learn more about Ranger Buddies.

KFC will also release a limited-edition KFC x Ranger Buddies card binder, available exclusively at KFC Kallang and through its online merchandise store from 1 October.

The partnership was previewed at a media event on 25 September, where attendees got a first look at the Ranger Buddies experience through interactive activities and appearances by mascots Al and Min.

Terrence Tang, head and general manager, edutainment at Mandai X, said the partnership allows Ranger Buddies to bring purposeful play and learning into moments already embedded in children's everyday lives.

“Through our partnership with KFC Singapore, we can create more opportunities for children to build curiosity and care for the world around them,” he said.

Tang added that bringing Ranger Buddies into a familiar family setting supports the programme's broader aim of nurturing future-ready global citizens.

Beyond Ranger Buddies, partnerships and experiential activations have become part of KFC Singapore's strategy to give consumers more ways to interact with the brand outside of its food offering.

While food remains at the heart of KFC, Lam said consumers increasingly connect with brands through entertainment, play and shared experiences. Partnerships therefore allow KFC to introduce new personalities and experiences into its brand world while keeping it fresh and relevant.

“Whether it is through a global entertainment IP or a purpose-led partnership, each collaboration allows us to see KFC through a different lens and invites consumers to experience the brand in a new way,” she said.

The Ranger Buddies tie-up follows KFC Singapore's recent efforts to turn its restaurants into experiential destinations through character and entertainment partnerships.

Earlier this year, KFC tapped into Pokémon's popularity with "The ultimate launch", a nationwide campaign that transformed all 71 of its Singapore outlets through merchandise, themed restaurant experiences and gaming activations. The campaign included Pokémon GO integrations and Trading Card Game tutorials alongside a limited-time Japanese-inspired menu.

Five outlets were also transformed into destinations inspired by different Pokémon types, with themed décor, photo opportunities and Pokémon visuals. KFC NEX represented Water, JEM Fire, Kallang Electric, Compass One Ghost and Jurong Point Grass.

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