Singapore goes after hearts of families and children with baby Merlion

Singapore’s iconic Merlion has spawned a cute cartoon-style baby, which the Singapore Tourism Board (STB) hopes will appeal to a key target segment – families with young children.

“We came up with this endearing character, based on our beloved Merlion, to build a stronger emotional connection with families and to entrench Singapore’s brand awareness among them,” said Lim Shoo Ling, director, brand, STB.

Merli, created based on a mythical Lion City icon, is painted as “energetic and outgoing”, with an “enthusiasm for discovering more about Singapore”, and showcasing the best and most interesting parts of the city to visiting friends.

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