Grab unveils mini driver-inspired outfits

Grab is set to launch a series of exclusive mini outfits modeled after the familiar gear worn by its delivery partners. The mini outfit set features a jacket equipped with a functional zipper and adorned with a Singapore flag, complemented by a squishy GrabFood bag with adjustable straps.

According to the company, the project is inspired by delivery partners who often decorate their bikes with mini toys and plushies. Grab stated these mini outfits are meant to infuse a playful element and creatively honor the delivery partner community. Available from 16 December, the outfits will be sold exclusively on GrabFood Gear, intended specifically for Grab's delivery partners, with an initial release of 50 sets available for purchase.

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While some have said that the new outfits seem perfect for the plush toy Labubu, the company has made no official link to the miniature figurine. This could also be because Labubu creators Pop Mart Singapore said it would be "actively pursuing legal action" against unauthorised use of its Labubu intellectual property (IP). In a statement posted on Facebook, the toy retailer said it recently discovered instances of unauthorised use of its IP by brands, including Recoil and PlayMade.

"The operators of these brands are promoting their products using Pop Mart's IP images both online and offline, and/or offering Labubu figurines as promotional items without our authorisation," said Pop Mart in its statement. The toy retailer added that it cannot guarantee the authenticity or quality of any Labubu or Pop Mart products distributed through these sources. 

MARKETING-INTERACTIVE has reached out to Grab for more information. 

Grab is no stranger to funky campaigns. In October this year, actors took to Orchard Road in absurd outfits to promote GrabFood. In a video posted by Grab to its social media channels, actors took to the streets half dressed in a singlet and shorts with slippers with some holding props such as pillows and half dressed up for a nice night out in trousers, shirts and shoes. 

The group, which walked around town in a singular row, were carrying a banner that read: GrabFood. Good for ordering in and dining out. Some members of the group were also seen giving out flyers while people took photos and selfies with them.

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