"Goodbye, Labubus; hello, Bimbitos": Bimbo joins the plush keychain craze

First came the Labubu. Now come the Bimbitos. The bread brand Bimbo has jumped on the collectible plush keychain trend that's sweeping social media.

What Bimbitos are

They're small plush keychains, the kind many people now call "charms", inspired by Grupo Bimbo products.

The collection has five figures: the famous Bimbo Bear, a slice of bread, a donut, a chocolate chip cookie and a figure inspired by the brand's spicy snacks.

The collection has five figures, including the classic Bimbo Bear.

How to get them

Here's the trick: they aren't sold on their own. To get one you have to buy two Grupo Bimbo products. And each purchase gives you a random character, like a surprise box.

That means that to complete the collection you'll probably have to buy several times. It's the same strategy that made Labubu famous: the thrill of not knowing which one you'll get.

Where and until when

For now, the promotion is in Spain, across the whole country except Ceuta and Melilla. There are more than 300,000 units, and the campaign runs until October 31, 2026 or while stocks last.

It's not yet known whether they'll reach Mexico or other Latin American countries.

There are more than 300,000 Bimbitos, and the promotion runs until October 31 or while stocks last.

Why brands do it

Collectibles have become one of marketing's big weapons. They work for three reasons: they make people buy again, they get shared a lot on social media and they build affection for the brand, especially when the character is as well known as the Bimbo Bear.

Marketing media sum it up like this: from Labubu to Bimbitos, brands have discovered that a small keychain can bring you back to the store again and again.