7-Eleven Malaysia has teamed up with emoji to launch its collectable premium loyalty program, EmoBear.

The collection comes in 27 designs, each featuring a different emoji brand icon on the jersey of the EmoBear. As a collection, the program also rewards customers with stickers for making certain purchases. With a total of 24 stickers, an EmoBear is redeemable for free. Alternatively, customers can also purchase an EmoBear. The campaign will run  through August 23.

¨The popularity of the emoji brand and its emoji icons has inspired us to integrate them into our loyalty program,” says Ronan Lee, general manager, marketing, 7-Eleven Malaysia. “Emoji brand icons are not only changing the way we express ourselves through text, but also expanding the way we communicate. The usage of icons has become a usual feature in our daily communications on digital mediums and we are certain that these adorable plush toys would definitely be a hit among fans. As a bonus, customers may also participate in our social media contest. Take a picture with your #EMOJIBEAR from June 22nd until August 2nd, 2020. A total of 10 winner will stand a chance to take home 3 EmoBears of their choice. To participate in the contest, one just has to snap a photo with their redeemed 7-Eleven´s #EMOBEAR and upload the most creative photo on their Facebook or Instagram account with hashtags #PictureWithEMOBEAR, #EMOBEAR and #7ElevenMY in the caption.”

For emoji, the deal adds to its growing list of licensing partnerships. Last month, Wildbrain CPLG signed a wave of deals for emoji in EMEA.