PARKnSHOP debuts mascot plush toys and interactive experiences

AS Watson's supermarket brand PARKnSHOP has introduced its latest mascot plush toys, “BEST GUY” (佳蛋仔) and “EASY” (百便星) — a joyful extension of its brand that celebrates playfulness and emotional connection. 

Debuting in April last year, “BEST GUY” and “EASY” have engaged with the PARKnSHOP community through social media and various promotional materials, gaining a loyal fan base, according to PARKnSHOP.

Also known as “EGGciting plush launch! Crack the fun” (蛋到啦! 蛋公仔正式出場), the campaign aims to resonate across generations. The plush toys appeal to families with young children, loyal shoppers, and brand collectors alike, serving as both delightful companions and nostalgic keepsakes.

Starting on 22 November, the plush toys are available at six selected PARKnSHOP and its brand stores, while supplies last. The lineup includes a mini 11cm “BEST GUY” plush, a 20cm plush with a magnetic design that allows “BEST GUY” and “EASY” to connect snugly, and a 40cm “BEST GUY” plush that can be used as a cushion at home or in the office.

To further engage with consumers and embody its brand promise of “best, easy, value”, the campaign has brought its mascots to life through storytelling and interactive in-store experiences. On 22 and 23 November, TASTE’s Festival Walk store hosted mascot meet-and-greet events, allowing consumers to interact with the mascots and take photos.

The initiative also featured the “BEST GUY kitchen” (佳蛋廚房) experience, where a dedicated chef prepared special “BEST GUY” creations on-site. Anyone who purchased the 11cm “BEST GUY” plush at the TASTE store in the shopping mall could participate in this experience. The chefs unwrapped the plush for customers, added special ingredients, and cooked it with care. Participants also received a themed card and sticker.

Additionally, PARKnSHOP launched the digital campaign “EGGSCAPE!” where customers who spent HK$280 at designated stores until 21 November participated in a claw prize game to rescue the trapped "BEST GUY" plush toy. Participants shared their claw game moments on Threads, tagging “BEST GUY” and the supermarket. The top three performers received an extra HK$100 electronic cash voucher. This multi-touchpoint strategy combined offline and online channels to enhance emotional connections and improve the shopping experience, according to PARKnSHOP.

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PARKnSHOP is gearing up to engage with consumers through various campaigns. Kicking off on 28 November, the "100BEST, always fresh!" miniature truck will hit the streets of Hong Kong, bringing a fresh and fun shopping experience right to your neighborhood. 

This specially designed truck will bring a new interactive experience, featuring a fun tongue-twister street game where participants can win a year's supply of broccoli.

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