KFC Thailand launches “Baby Sanders Collection” to mark the Colonel’s Birthday

KFC Thailand is celebrating Colonel Sanders’ birthday month with the launch of the “Baby Sanders Collection” – an adorable limited-edition series that reimagines Colonel Sanders as six collectible figurines, available through mystery boxes at a special price of just 79 baht each, from now until September 24, 2025 (or while supplies last).

To amplify the celebration, KFC is bringing the characters to life with giant 2.7-meter-tall versions of all six Baby Sanders figurines, which will tour landmark locations across Bangkok, giving fans plenty of photo opportunities throughout September.

The tour kicks off at Discovery Plaza, Siam Center. The campaign has already garnered over 26.8 million reach and more than 1.3 million engagements within 1 week after the Baby Sanders Collection was launched, demonstrating the power of Baby Sanders fever and reinforcing KFC’s image as a brand with great insights into consumers for reinterpreting pop culture in a distinctive, fun, and easily approachable way.

In celebration of Colonel Sanders’ birthday this year, KFC Thailand would like to add an extra pinch of bold flavors with the launch of the limited-edition “Baby Sanders Collection” mystery boxes not only brightens the day for fans with loads of cuteness but also clearly reflects KFC’s unmistakable brand character.

Each figurine captures different aspects of the Colonel’s personality—his charm, playfulness, and lovable mischief—bringing the Colonel’s style to life in miniature form:
• “Baby Bucket” – The playful little Sanders who was running and jumping around when he suddenly tripped and fell into a bucket of crispy chicken. While this bucket may not have fried chicken, it’s full of cuteness!
• “Coo Coo Sanders” – When life gets too routine, the Colonel gets bored of wearing his formal suit and transforms into Colonel Coo Coo. This little chick Sanders is ready to melt your heart.
• “Chick Racer” – Wherever you are, just share your location and every destination is just around the corner! Little Sanders the speed racer is ready to start his engine and deliver hot fried chicken immediately. Guaranteed speed with no compromise on deliciousness!
• “Shrimp n’ Chill” – On a hot sunny morning, little Sanders decides to chill and float on an adorable shrimp donut. Everyone deserves a break sometimes!

• “Zabb Devil” – If you’re spicy, I’m spicier! Transformed from KFC’s signature Wingz Zabb into an adorable little devil that guarantees spiciness with every bite. Think you can handle the cuteness? Think again!
• Secret Character “The Throne” – With just a 1:26 chance of finding it, this is the ruler of the fried chicken throne, representing unmatched deliciousness that has stood number one in the industry for over 40 years! But standing for so long gets tiring, so this time he’s sitting majestically on his throne.

Collect all six “Baby Sanders Collection” characters to celebrate the Colonel’s birthday month together. Simply enjoy combo meals priced from 299 baht or more that are part of the campaign, including All Star Bucket, All in One Bucket, Ju Jai Bucket, Suk Jai Bucket, Party Bucket, Chicken Ju Jai, Im Suk Jai, Suk Lon Jai, and Prompt Share Bucket at KFC restaurants nationwide (except the Don Mueang and Suvarnabhumi Airport branches), or through KFC Delivery via KFC Website, KFC App, and all food delivery platforms. The customers will be entitled to purchase one Baby Sanders Collection mystery box at a special price of just 79 baht, down from the regular price of 399 baht (limited to 1 box per participating set per receipt).

Don’t delay, as the cuteness factor is trending rapidly online! The gigantic “Baby Sanders Collection” figures mad their way to Discovery Plaza at Siam Center, passing through Bangkok landmarks including the Giant Swing, Yaowarat, the Temple of the Emerald Buddha, the Democracy Monument and the Victory Monument, and instantly becoming viral as fans rush to take photos and share on social media. Moreover, within just 1 week after the campaign was launched, it has attracted over 26.8 million reach and more than 1.3 million engagements, showcasing the power of Baby Sanders fever. The gigantic “Baby Sanders Collection” would be located at four strategic locations in Bangkok including Siam Center, Samyan Mitrtown, One Bangkok and Future Park Rangsit.

Everyone will fall for the Baby Sanders Collection! KFC’s latest commercial, along with advertising on BTS train handrails and 4,839 digital out-of-home screens nationwide, will showcase the “Baby Sanders Collection” in all their adorable glory—from bright and playful looks to irresistibly spicy characters.

One week after Baby Sanders dropped, KFC rolled out a film, created via Bananas and Publicis Thailand, for everyone haunted by that one missing piece of an incomplete set. Our hero is one Baby Sanders shy of glory; suddenly, he notices an incomplete gap everywhere he goes. The film flips everyday Thai moments into a magic tapestry of “incomplete,” a magical realism narrative that draws inspiration from real-life insight. Consider it empathy for the almost-there and a cheeky nudge to finish the set.

Suhayl Limbada, Market Lead & Chief Marketing Officer KFC Thailand, said: “In keeping with Thailand’s reputation as a global cultural trendsetter, KFC Thailand is proud to introduce Baby Sanders, the Colonel reborn as a series of limited-edition, highly collectible figurines. Playful, charming, and distinctly ‘Thailand only,’ Baby Sanders is our bold and first of its kind way to celebrate the Colonel’s birthday. The launch is more than a collectible for us, it’s a statement of our commitment to creativity and cultural relevance. When the world goes left, we go right. Instead of partnering with international toy brands, we turned to our greatest icon, the Colonel himself, and transformed him into a movement. With Baby Sanders, we’re grateful to be part of the creative energy and playful spirit that Thailand is known for.”

This level of cuteness is simply unmissable! Available in limited numbers from now until September 24, 2025, or while supplies last.

Credits
Agency: Bananas and Publicis Thailand
Production: Ta Production
Director: Bruno Bossi (Carbon Film)