Key steps to ensure long queues by Singaporeans — release anything involving a winsome Sanrio character, make it a limited-edition thing and partner with McDonald’s.
No surprises then that snaking lines of people were spotted across the fast food chain’s outlets islandwide in the wee hours of the morning yesterday for a food bucket. But not just any bucket! A special “food holder” in the likeness of My Melody, a cartoon bunny who’s apparently Hello Kitty’s best friend. A special “food holder” that can conveniently fit a box of McDonald’s fries and soda cup.
“The lovely and pink My Melody is now a handy holder that can be with you no matter where you go,” according to the copy. “Get creative and use it as you please — as a vase or even a pencil holder.”
The point here is that people actually queued up for a glorified pink bucket as early as 4am yesterday. Outlets in Seletar Mall, Bukit Batok, Bendemeer and more saw long lines outside, according to The Straits Times, filled with customers ready to purchase one at $6.90 with any meal purchase. Each customer was only limited to purchasing five sets of each.
Fans of Sanrio’s My Melody in a frenzy as McDonald’s launches limited edition food holder https://t.co/ZsGZlKi3AO pic.twitter.com/aU30iuglgC
— The Straits Times (@STcom) December 6, 2018
people queued up for the my melody holder from mcd since 4 am in the morning??? siao liao boiiii I swear singaporeans favourite sport is queuing
— sha🌻 (@prfctlystyles) December 6, 2018
It didn’t take long to sell out. Close to 11:30am, McDonald’s announced that all My Melody Holders were sold out islandwide, with no plans of bringing in additional stocks.
Welp, it didn’t take long for the items to reappear on online marketplace Carousell, either. At inflated prices too, with listings of up to $50 each for the cheap plastic vessels.
Truly, capitalism at its best. What a time to be alive.
