The Disney Tsum Tsum (say: ‘soom soom’, which means ‘stack stack’ in Japanese) are essentially your favourite Disney characters reimagined to take on adorable little cylindrical forms. But for just a day, on 2 March 2017, in Singapore, they became larger than life!
Six two-metre-tall giant Tsum Tsum inflatables of well-loved Disney characters bobbed their way from Bugis Junction, passing Raffles City and ending at Plaza Singapura in the first roving parade of its kind in Southeast Asia. Grabbing attention and stealing hearts, these Tsum Tsums were celebrating the start of a month-long interactive Tsum Tsum carnival and the largest such carnival the region has seen — a collaboration between CapitaLand, who owns, operates and manages one of Asia’s largest network of malls; and Tsum Tsum creator, Disney.
“At CapitaLand, we believe in creating enriching, interactive and innovative retail experiences that set the stage for shoppers to construct their own special moments. When Disney Tsum Tsum quickly become a hit across Asia and the United States after it started as a mobile game in Japan, we saw the opportunity to bring a heightened experience of this pop cultural phenomenon to our malls for the enjoyment of our shoppers,” said Ms Teresa Teow, Head of Retail Management, Singapore, CapitaLand Mall Asia.
“The adorable Tsum Tsums have broad appeal and shoppers of all ages will have a delightful time connecting with their loved ones as they set off together on the Tsum-sational adventure at CapitaLand malls across the island.”
From 3 March to 2 April, everyone was invited to “live out [their] Tsum-sational adventure” at 13 participating CapitaLand malls. At each mall, shoppers could complete a different mission and enjoy a host of fun-filled activities.
At Plaza Singapura, for example, shoppers were invited to pedal on stationary bikes to spread awareness of alternative energy ahead of Earth Hour on 25 March. They were cheered on by the adorable Disney Tsum Tsum characters, who would pop out of the Tsum Tsum clock tower every hour.
At JCube, IMM and Westgate, the mission had shoppers hunting the grounds for hidden Disney Tsum Tsum characters with a little help from Sparkle, CapitaStar’s chatbot. At Tampines Mall, speed was the name of the game with daily racing and stacking challenges.
With each completed mission, shoppers took a step closer to completing their event-exclusive Mission Bingo in the CapitaStar app. The first 10 to finish were rewarded with 250,000 STAR$® and other attractive prizes.
While some were focused on completing the missions, others were bent on getting their hands on all six pairs of Tsum Tsum plushies — Olaf & Elsa, Chip & Dale, Stitch & Lilo, Eeyore & Piglet, Mickey & Minnie, and Winnie & Tigger. These collectibles were more than just cute and cuddly; they also gave shoppers a chance to win a trip to Japan, the birthplace of Tsum Tsum!