SINGAPORE: The first of the latest series of Hello Kitty plush toys on Monday went on sale at McDonald's outlets islandwide, and this time, there was neither chaos nor catfights.
Previous Hello Kitty doll releases by the fast-food chain drew snaking queues, with some unable to get their hands on the toys.
At a McDonald's outlet in Ang Mo Kio Avenue 3, some 20 people were in the queue when the toys were released at 11am.
The new series, called Hello Kitty "Bubbly World", features six Hello Kitty dolls dressed as other Sanrio characters.
To facilitate crowd control, customers were given queue tickets and allowed to buy a maximum of four toys.
McDonald's said enhanced queue systems and more staff meant orderly lines and smoother transactions.
For example, third-party security guards will be stationed at 31 of the most popular stores with higher traffic to help manage queues.
All outlets selling the dolls also have a queue management plan which includes queue poles and queue tickets where appropriate.
And for the first time, online pre-orders for the entire set also made it easier for collectors; close to 30 per cent of the toys available have been snapped up via Mcdonald's online platform.
Referring to the online sales, McDonald's said in a statement: "Although we encountered some technical issues on launch day due to the high demand, we believe the overall experience over the past few days has been smooth and we have received positive feedback from customers."
It added: "Our main focus this year has been on improving the overall customer experience, and on making it easier for both die-hard Hello Kitty collectors and regular customers to get their hands on a complete set of Hello Kitty plush toys."
To prevent food wastage, McDonald's has provided customers the option of donating their meals to charity.
Customers who wish to donate can inform the counter crew when they place their order, and donated meals will be distributed to the lower-income families at a later date. - CNA/gn
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