The Mall Group Launches Festive Campaign with MR. MEN Characters

The Mall Group aims to boost high-season spending by leveraging character marketing with MR. MEN AND LITTLE MISS to stimulate purchases during the New Year festival period. On November 6, 2026, Waralak Tulaporn, Executive Vice President of Marketing at The Mall Group, revealed that the company believes overall consumer sentiment will improve in the final quarter due to holiday spending, celebrations, gift-giving, and tourism. The company is moving forward to stimulate spending during the high-season festival under the campaign 'The Mall Group The Great Happy New Year 2027,' covering eight locations across the group: all The Mall Lifestore branches, Emporium, EmQuartier, and Paragon Department Store.

This year continues the 'FIRST EXPERIENCE' strategy to create differentiation in the festive season, aiming to create freshness that becomes a reason for customers to return and discover different experiences each year. It also leverages character marketing by introducing MR. MEN AND LITTLE MISS, globally renowned characters from the UK, for the first time in Thailand, from November 6, 2026 to January 10, 2027.

Building on last year's success with Monchhichi, which reflected a 15% sales growth compared to the previous campaign, along with 3.95 million social engagements and over 13 million campaign video views, Waralak stated that this year they selected MR. MEN AND LITTLE MISS, global characters beloved for over 55 years, to extend the Festive Experience. The characters are developed beyond mere decoration or photo moments, connecting to experiences where customers can Explore, Participate, Share, and Shop throughout the festival.

A key experience this year is 'HAPPINESS HEADQUARTERS' at The Mall Lifestore Bang Kapi from December 4, 2026 to January 5, 2027, conveying the world of MR. MEN AND LITTLE MISS through an Immersive Multi-Sensory Experience blending light, color, sound, decoration, and interactive activities, alongside a landmark MR. MEN AND LITTLE MISS Christmas tree over 15 meters tall, creating a space for families, friend groups, and multi-generational consumers to share experiences together.

For entertainment, more than 33 artists and bands are prepared from mid-December onward at The Mall Lifestore Bang Kapi, Bang Kae, Ngam Wong Wan, and Tha Phra, including SLOT MACHINE, NONT TANONT, THREE MAN DOWN, TILLY BIRDS, INK WARUNTORN, TIMETHAI, TAITOSMITH, OAT PRAMOTE, ATLAS, and PERSES, adding opportunities for customers to meet, dine, and spend time together.

For the Shopping Experience, JOY! GACHAPON STATION features MR. MEN AND LITTLE MISS Limited Collection collectibles and discount coupons worth over 5 million baht when shopping in-store for 1,500 baht or more. Customers can also win grand prizes: two Toyota Land Cruiser FJ 4WD 2.7 vehicles and 300 MR. MEN AND LITTLE MISS LIMITED COLLECTION suitcases when shopping at participating stores and centers, with promotions, prizes, and benefits worth over 600 million baht.

For M Card members and Bangkok Bank M Visa credit card holders, as well as participating credit cards, every Friday through Sunday, when accumulating purchases in-store meeting conditions, customers receive up to 7,600 baht cashback or get the MR. MEN AND LITTLE MISS LIMITED item for free.