SINGAPORE – Rows of teddy bears on a table, and tiny white shirts imprinted with the words “PAP Sengkang” neatly arranged at the side.

Multi-coloured ribbons could be pinned on the bears’ chest, or for a more feminine look, on their ears – these were among the custom options for some 30 residents who streamed into the People Action Party’s Sengkang East branch for a build-a-bear workshop on March 16.

The event at 124A Rivervale Drive, headed by the branch’s chairwoman and potential general election candidate Bernadette Giam, was among a series of outreach events held in recent weeks.

Political parties have kicked their election campaigns up a notch since the release of the Electoral Boundaries Review Committee report on March 11. Whether it is to forge a personal connection with voters or to bolster their war chests, they are investing in creative merchandise to make sure their messages are effectively conveyed – and brought home by – voters.

Since the 2015 General Election, the maximum amount that candidates can spend on each voter – expenses incurred before, during or after the election by a candidate or election agents – has been $4. It was previously $3.50 and was adjusted to account for inflation.

The PAP’s Sengkang team, which made the news in 2024 for its PAP-themed Labubu dolls, is distributing about 2,000 teddy bears in conjunction with International Women’s Day, which fell on March 8.

It told The Straits Times that the teddy bears are not intended for election campaigning, but Mrs Giam pointed out their appeal to a group representation constituency that contains a high proportion of young families.

Using Department of Statistics data, ST’s estimates show that 16.6 per cent of residents in the GRC are between the school-going ages of seven and 20 – above the national average of 13.9 per cent.

Mrs Giam said: “The teddy bear is a well-loved symbol that transcends age, and we felt it could help us foster a sense of connection and care, particularly among young families.”

Already a hot commodity with plenty of inquiries from residents, the bea...