KFC Thailand is marking Colonel Sanders’ birthday this year with a playful twist: the Baby Sanders Collection, a limited-edition series of six collectible figurines that reimagine the iconic founder as adorable characters. Available through mystery boxes priced at just 79 baht until September 24, the campaign fuses pop culture, consumer insight, and the brand’s irreverent charm.
The launch has already become a cultural moment in Bangkok. Towering 2.7-metre-tall Baby Sanders figures are touring the city’s most recognizable landmarks — from the Giant Swing and Yaowarat to the Temple of the Emerald Buddha — creating viral photo opportunities. Within a week, the campaign generated over 26.8 million reach and 1.3 million engagements, underscoring the viral power of “Baby Sanders fever.”
Each figurine captures a playful side of the Colonel: from “Baby Bucket,” who tumbled into fried chicken glory, to “Zabb Devil,” inspired by Thailand’s spicy Wingz Zabb. Fans also hunt for the rare “Throne” character, with only a 1-in-26 chance of discovery.
The collectibles are available as part of combo meals starting from 299 baht at KFC outlets nationwide (excluding airport branches) and via delivery platforms. Every eligible set allows customers to purchase one Baby Sanders mystery box at the discounted price of 79 baht, compared to the regular 399 baht.
The campaign extends across Thailand with OOH ads on BTS train handrails, 4,839 digital screens, and a new KFC commercial dramatizing the frustration of having an incomplete set. Blending humor and Thai cultural quirks, the film taps into the thrill — and the agony — of collecting.
“This launch is more than just a collectible,” said Suhayl Limbada, CMO of KFC Thailand. “It’s a bold, first-of-its-kind celebration of the Colonel’s birthday, created with Thailand’s playful, trendsetting spirit in mind. Instead of partnering with external toy brands, we turned to our greatest icon — the Colonel himself — and transformed him into a movement.”
By bridging cultural insight, creative design, and fan engagement, the Baby Sanders Collection cements KFC Thailand’s reputation as a brand that knows how to mix heritage with pop culture — one bucket of cuteness at a time.
