7-Eleven unveils Pokémon collection to appeal to younger audience

7-Eleven Hong Kong has unveiled a new collectable programme featuring "Pokémon Builders", as part of its efforts to reach younger audiences. 

The new collaboration features different types of Pokémon, with 30 builders and five special edition builders, all in a blind box with free redemption method.

Starting from 22 May 2024, customers can collect stamps from the flow pack of builders to pre order the functional backpack freely with 25 stamps at 7-Eleven stores.

The design of builders is matched with the types of Pokémon in different colours and graphic elements. The builders come in a blind box, each pack contains a builder card made from FSC-certified recyclable cardboard, an instruction sheet and a stamp, according to the release. 

The special edition builder features five Pokémon, including Pikachu, Bulbasaur, Charmander, Squirtle and Mewtwo, in a metallic finish with corresponding attribute designs, making it an eye-catching and highly collectable item.  

In a conversation with MARKETING-INTERACTIVE, the spokesperson from 7-Eleven HK said the collectable programme marks the first collaboration with Pokémon, which is widely adored by children and youngsters.       

This collection introduces new redemption mechanics designed to boost sales, with no stamp redemption and lower redemption price (HK$2), making it easy for customers to collect the entire collection, said the spokesperson. 

"Additionally, customer can collect free stamps at the same time to redeem another set of limited edition and high perceived value items – a Trainer Backpack from three awesome designs free," said the spokesperson. 

"We also developed an exclusive Poké Ball Storage Box to display whole collection in style! This sturdy case can fit up to 30 builders, so you can easily pick your favourites for battles with friends," the spokesperson added.

In addition to the online and offline platforms, 7-Eleven HK will also host a pop-up event in the shopping mall aimed at further engaging families and children, creating memorable experiences and strengthening brand loyalty. 

Don't miss: 7-Eleven partners with Sanrio to spread good fortune this CNY

Back in January, 7-Eleven teamed up with Sanrio Hong Kong to unveil a set of eight poly lucky coin banks, spreading prosperity and good fortune to customers and their loved ones.

The "Sanrio Characters Roly Poly Lucky Coin Banks" series features eight Sanrio characters, including Hello Kitty, Hangyodon, Pompompurin, Minna no Tābō, Ahirunopekkle, Kerokerokeroppi, and Little Twin Stars. 

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