FairPrice is redefining the hypermarket experience with the official launch of Xtra Play Market, a new store-in-store concept that transforms selected FairPrice Xtra outlets into experiential retail destinations. Developed in partnership with Play Nation, one of Singapore’s most recognisable names in game-play and entertainment, the concept marks a shift away from purely functional grocery shopping towards moments of discovery, play, and delight.
Designed to surprise shoppers of all ages, Xtra Play Market brings together blind boxes, exclusive plush toys, collectibles, and interactive installations, seamlessly woven into the rhythm of everyday grocery runs. Whether you’re shopping with children, browsing as a collector, or simply indulging your inner kidult, the experience encourages curiosity at every turn.
Located within selected FairPrice Xtra stores at Ang Mo Kio Hub, JEM, Jurong Point, NEX, and VivoCity, Xtra Play Market features a curated mix of well-loved global franchises such as Sanrio and Care Bears, alongside uniquely local creations that reflect Singapore’s playful spirit. The result is a retail space that invites shoppers to pause, explore, and engage — turning routine errands into something far more memorable.
According to Kai Jun Wong, Co-founder and Managing Director of Play Nation, the launch represents an evolution of the brand’s play-led philosophy. By integrating collectibles and experiential pop-ups directly into everyday retail environments, Xtra Play Market aims to introduce moments of joy and surprise into even the most familiar routines.
A Chinese New Year Ritual With a Playful Twist
In celebration of the Lunar New Year, Xtra Play Market debuts its first signature activation, the Abalone Market Plush Experience, running from now until 18 February 2026, daily from 11 am to 7 pm, while stocks last. Inspired by the cultural significance of abalone during festive celebrations, the activation blends tradition with playful creativity.
At the heart of the experience are the Abalone Darlings, affectionately known as 鲍鲍 (Bao Bao). These plush key rings come in six different designs, each symbolising auspicious themes such as longevity, love, and togetherness. Some characters cradle symbolic items like mandarin oranges or golden nuggets, while others are designed to “open their hands” to link with one another — a charming nod to reunion and connection during the festive season.
The interactive element allows shoppers to select their preferred plushies from a seafood-style display before completing the experience by hand-sealing them into specially designed cans. Each plush can then be personalised with blessing-themed sticker packs, creating a gift-ready keepsake that feels both playful and meaningful.
While the full canning experience is exclusive to FairPrice Xtra Ang Mo Kio Hub, Abalone Darlings blind boxes will also be available at other Xtra Play Market locations, including JEM, Jurong Point, NEX and VivoCity.
Limited-Edition “Huat” Drops and Festive Collectibles
Beyond the Abalone Market activation, Play Nation has also introduced a curated line-up of Chinese New Year-themed blind boxes and plush collectibles across FairPrice Group stores for the festive season, available while stocks last.
Highlights include the Kueh Bangkit and Pineapple Tart plush coin pouches (priced at $15.90 each), which are exclusive to Xtra Play Market, as well as the Auspicious Huat Ah Crew and Fortune Nibbles plush key rings, both available in blind box formats. These festive collectibles can be found across FairPrice, FairPrice Finest, FairPrice Xtra, FairPrice Express, and selected Cheers outlets, making it easy for shoppers to stumble upon a lucky surprise wherever they shop.
Exclusive Rewards for Shoppers
To mark the launch, Xtra Play Market and FairPrice Xtra are also rolling out exclusive gift-with-purchase promotions. From now till 28 February 2026, shoppers who spend a minimum of $30 in a single receipt at Xtra Play Market will receive a Peanuts Building Blocks Blind Box, while stocks last.
In addition, FairPrice Xtra shoppers can receive a Fortune Cat plush foldable bag with a qualifying spend of $228 from 19 January to 15 February 2026. Available in four different designs, the festive bags offer both practicality and a dose of good fortune for the new year.
With Xtra Play Market, FairPrice Group is showing how everyday retail can be elevated through thoughtful design, playful storytelling, and interactive experiences — proving that even something as mundane as a grocery run can come with a little extra joy.