After we first spoke to Chanel Lee again in 2022, her life-style and character model, Tasty Toastys—recognized for its whimsical cartoon toast characters—was thriving within the NFT area.
This time, we verify in along with her as she embarks on the following part of her journey: merchandising.
In a sea of worldwide toy crazes—one which hasn’t spared Singapore—we take a better have a look at how Chanel has carved out a large area of interest for her collectibles.
A meteoric rise, then crash
A enterprise graduate who as soon as held company roles, Chanel had at all times wished to launch her personal model.
Impressed by a scene from The Simpsons the place Homer is snuggled up in mattress, fully content material, she got here up with the title Toasty, a model meant to seize and recreate that very same heat, cosy feeling for her prospects.
The dream was to have a model referred to as Toasty, which offered issues that make you are feeling good and heat. I imagined promoting blankets, sleepwear, bed room slippers, cushions—all types of comfy gadgets.”
Chanel Lee in a 2022 interview with Vulcan Publish
Throughout the Toasty world, there are 5 unique bread characters, every representing a slice of life and the feelings all of us expertise. For instance, MG (Multigrain) displays resilience, whereas Burnt celebrates braveness.
Though the enterprise obtained its begin within the NFT area, it wasn’t a part of Chanel’s unique plan—she had explored a number of completely different avenues over time to carry her imaginative and prescient to life, however in late 2021, the rise of crypto and the rising buzz round digital artwork drew her into the world of NFTs.
Regardless of an preliminary flop, Chanel’s second NFT assortment did unexpectedly properly, promoting out inside every week and recording over 24 ETH in buying and selling quantity (roughly US$75,000 on the time) inside its first month.
However in 2022, when the cryptocurrency market suffered one in every of its largest crashes in historical past, she determined it was time to depart the area. Holding most of her treasury in Ethereum, Chanel noticed a lot of its real-world greenback worth worn out as Ethereum’s worth fell by round 65% by the second quarter of that 12 months.
She additionally noticed that many individuals’s curiosity in NFTs started to wane. The gaming startup that she collaborated with, which featured her Toastys as in-game characters, even shut down, although she didn’t disclose its title.
It grew to become clear to Chanel that it was time to pivot.
Constructing a “world life-style model”
Tasty Toasty’s purpose is, finally, to develop into a “world life-style model”—and merchandising has at all times been a part of Chanel’s long-term imaginative and prescient.
In January 2023, just some months after leaving the NFT scene, she took her first steps into the retail area.
She stocked her first bodily merchandise—two plushie keychains and a cushion—in a small cubby at ToyOutpost, a consignment retailer in Plaza Singapura, competing alongside 1000’s of different manufacturers.
To additional enhance visibility and gross sales, she turned to TikTok livestreams, collaborating with different sellers and tapping into the platform’s rising reputation amongst Singaporean consumers.
Chanel discovered it difficult to establish and re-engage her earlier supporters, as nearly all of those that purchased her NFTs have been both not in Singapore or nameless. Furthermore, she additionally famous that curiosity in NFTs didn’t essentially translate to enthusiasm for bodily Toasty merchandise, so she needed to put in further effort to highlight her collectibles.
As her model gained traction, Chanel organised a collection of her personal pop-up occasions throughout Singapore, with the latest one held at Jewel Changi Airport.
She has additionally regularly expanded her product vary, specializing in purposeful gadgets comparable to tote baggage, sling pouches, journey neck pillows, and insulated bottles, all whereas sustaining Tasty Toasty’s heat and cosy aesthetic.
Using the wave of the blind field craze, Chanel lately launched her personal assortment, which offered out in simply three weeks.
Immediately, Tasty Toastys boasts a list of over 20 completely different merchandise—a few of that are even stocked in all 12 Toys “R” Us shops throughout the island.
Past Singapore, the model’s merchandise will also be discovered everywhere in the globe, together with in London bookstores, Don Don Donki shops in Japan and a number of other different shops in Brunei and Taiwan.
Chanel additionally talked about that she has acquired orders from the US and Russia as properly.
What’s subsequent for Tasty Toastys?
Chanel has been occupied with pop-up occasions in latest months, which have restricted her social media exercise. Nonetheless, she plans to ramp up TikTok posts and livestreams to higher have interaction her rising fanbase.
Wanting forward, she goals to create an animated TV collection and a comic book based mostly on the Toasty universe. Within the meantime, followers can catch bite-sized animations that includes the model’s characters on its social media platforms and web site.
Subsequent up, Tasty Toastys is ready to exhibit on the Pop Toy Present on the Marina Bay Sands Expo and Conference Centre in August 2025—so if you happen to’re a fan, don’t miss it.
- Discover out extra about Tasty Toastys right here.
- Learn different articles we’ve written on Singaporean startups right here.
Featured Picture Credit score: Sandbox Somerset/ Chanel Lee by way of LinkedIn
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