Throwback Thursday - Promotional Kabaya LEGO multipacks

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This week's Throwback Thursday takes a look at The BLOCKS Collection's range of Kabaya Food Corporation's promotional LEGO multipacks.

Kabaya, a Japanese confectionery company, marketed LEGO promotional sets between 1998 and 2002.

Read on as I showcase a selection of these repackaged LEGO promotions.

Kabaya Food Corporation

Kabaya Foods Corporation is a Japanese confectionery company established in 1946 that is principally known for manufacturing a variety of sweets, including:

  • Jyu-C fruit drops: A popular line of fruit-flavored candies.
  • Saku Saku Panda: A chocolate biscuit shaped like a panda.
  • Tough Gummy and Fruit Gummies: Popular gummy candies with different textures.

The Japanese word kaba translates to hippopotamus in English.

As the Kabaya Foods Corporation had a “Kaba” (hippo) in the company name they also had a logo that included a hippopotamus until 1987. As the Kabaya History webpage states:

At that time, the hippopotamus had an image of being “quiet and peace-loving,” perfectly agreeing with the citizens’ feeling of building a peaceful society and hoping for an era in which the hippo's big mouth can eat delicious foods.


Kabaya promotional multipacks

The team at The BLOCKS Collection have selected a few of their Kabaya promotional sets to feature in this article.

These promotional sets are multipacks that are still sealed in their original packaging.

Rock Raiders - 1999

  • 1274 Light Hover
  • 1275 Chainsaw Bulldozer
  • 1276 Helicopter Transport
  • 1277 Drill Craft

The artwork on the rear of the multipack box indicates how these sets can be combined using serval configurations to assemble more adventurous models.


Castle Ninja - 1999

  • 3074 Red Ninja's Dragon Glider
  • 3075 Ninja Master's Boat
  • 3076 White Ninja's Tank
  • 3077 Ninja Shogun's Mini Base


Castle Knights' Kingdom I - 2000

  • 1286 King Leo's Spear Cart
  • 1287 Richard's Arrowseat
  • 1288 Bull's Fire Attacker
  • 1289 Weezil's Stone Bomber


Bionicle - 2001

This multipack comes in a LEGO-branded tin.

This pack includes an exclusive minifigure keychain.


Drome Racers - 2003

These packages include a separate box of sealed confectionery.


Adventurers - Orient Expedition - 2003


Jack Stone - 2002

Jack Stone gets promoted in the Kabaya promotional sets.

  • 1435 Super Glider
  • 1436 Ultralight Flyer
  • 1437 Turbo Chopper

As with the other multipacks, these individual sets combine in a variety of ways to assemble larger models.


The complete Kabaya promotional sets

This image shows The BLOCKS Collection of Kabaya promotional sets.


The Kabaya promotional pack opened up

The BLOCKS Collection sacrificed a damaged box to investigate the contents on the inside.

The box was opened up to reveal the contents. Included inside the box were:

  • The original polybag,
  • A set of instructions, and
  • A small bag of Kayaba confectionery.

The majority of the Kabaya promotional sets are usually repackaged polybag sets which mostly consist of less than 100 pieces.

This set is from the Studios theme of 2001: 1424 Stunt Go-Kart.

Interestingly, there is also a set of instructions printed on the inside of the cardboard box.

The printed instructions clearly show how to recombine individual sets into the larger combined model.


Kabaya sets

You can use this link to search the Brickset database for a complete list of Kabaya promotional sets.

Alternatively, this link will take you to similar information at Brickipedia.


Your feedback

The team at The BLOCKS Collection appreciate and enjoy reading all your comments on the previous articles I have written and would welcome your comments on this topic today.


If you are in Auckland, come and visit The BLOCKS Collection

The BLOCKS Collection is located in central Auckland, New Zealand.

Visiting The BLOCKS Collection is by appointment only. You can contact The BLOCKS Collection through Facebook and Instagram.

28 comments on this article

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By in United States,

"The printed instructions clearly show how to recombine individual sets into the larger combined model."

Truly, greater details from a bygone age. Now that's a good reason to keep a box.

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By in New Zealand,

Some very funky sets.

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By in Canada,

You forgot to include the Star Wars Mini sets including 6963

Gravatar
By in United Kingdom,

Nice little sets.

I don't know what it is like in other parts of the world, but LEGO haven't done any promotions here for years. Years ago we had things like the Weetabix sets where you collect tokens on cereal boxes, the McDonald's sets, then the partnerships with Shell and TRU, but all that seems to have gone. I cannot remember the last proper promotional sets that weren't for LEGO themselves. I guess the TRU Bricktober or the Target Cubes in the US.

We lost all the polybags that were given away with The Sun and The Daily Mail (although they weren't really branded promotions) possibly due to complaints as they sort of defended The Sun but then didn't renew contracts, their agreement with the Mail ended and they said they weren't planning any more and they sort of listened but not really to the Greenpeace campaign and kept the Shell contract as it was nearly over anyway and didn't renew it.

I wonder if LEGO are so big now and have enough media ties to get into kids' heads that they don't need to partner with "bad" companies (oil, press, fast food) or if partnering with those brands is too much bad press. I think all the promotions for things like The LEGO Movie with McD's were probably via the studio rather than LEGO as they were all "tat" / grea rather than bricks.

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By in United Kingdom,

I remember the Bionicle sets got quite some attention in BZPower back in the day. I can't remember why though.

Gravatar
By in United Kingdom,

Ooooh, eyeing up those Rock Raiders alt builds a lot...! I don't know what I'd even do with any of them, but it would be fascinating to see some of those get worked into RR fanfiction sometime, with explanations on what they actually *do* in universe; if only to feel like it's expanding the Rock Raiders' world a bit!

The Ninja and KK alt builds are appealing to me, too... would you be able to share the back-of-the-box alt builds for the Life on Mars pack too, if they had them? I'd be really interested to see what builds they came up with for that theme since it was another big childhood nostalgia one for me ^^

Either way, thanks for showing these; it's fantastic to learn there's content for some of my favourite themes that I didn't know about, even all this time later :D

Also, dang, seeing those sealed Turaga boxes makes me nostalgic... of course those weren't the exact boxes for the regular retail versions of the sets, but it still hits just the right beat to trip that old nostalgic feeling. And just after I'd been fondly reflecting on the early mask packs earlier this morning too...!

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By in United States,

Fun article, but per usual you have basic factual information wrong. The Kabaya co-branding ran from 1997 to 2004. Not 1998 to 2002.

Very few things put more fear into me a collector than the word Kabaya. Outside Japan these are this tend to be hard to find and expensive. Particularity if you're after the box with the addition instructions. These tend to only come from collectors/resellers who know how difficult these are to find outside Japan, making deals very hard to find.

The multi-packs come packaged a couple of different ways. I don't know that all of the various versions have been documented. The same 4 packs or 3 packs came several different ways in addition to being sold individually. The four packs were sold as shrink-wrapped bricks. This is form I have my Knights' Kingdom four pack in. The tin also used to sell the Orient Expedition 3 pack (don't know if it came with a keychain). Ones sold individually would start as being shrink-wrapped. I believe there was an additional from factor for the four packs. I believe these in the form of the cardboard wrapper, but were shrink-wrapped instead. I might be remembering this wrong, so don't quote me on that.

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By in United States,

There were also some promotional sets included with Nacchan juice in Japan around that time (I guess 2004-2005 in this case) and I picked up a few. Those were much more basic than these kabaya sets.

Gravatar
By in United States,

@shaase said:
"You forgot to include the Star Wars Mini sets including 6963"

They said the article would include “a selection”, not every single Kabaya set.

Gravatar
By in Netherlands,

I really appreciate the clear images of those alternate models on the back of the boxes. Recently the youtuber R.R. Slugger documented the Rock Raiders alt builds but the Ninja and KKI ones I don't recall having ever seen before online.

I find the Studios one funny though. Outside of that camera cart made with leftover parts the main 'super helicopter' build could be built in the west already because those same four sets came out as boxes in the west with little comics with photo instructions on how to build it at the end. Those were different from what we see here, but it's the same model AFAIK.
So exclusive to see these intstructions, yet the model isn't all that rarely built.

Gravatar
By in New Zealand,

@CCC said:
"Nice little sets.

I don't know what it is like in other parts of the world, but LEGO haven't done any promotions here for years. Years ago we had things like the Weetabix sets where you collect tokens on cereal boxes, the McDonald's sets, then the partnerships with Shell and TRU, but all that seems to have gone. I cannot remember the last proper promotional sets that weren't for LEGO themselves. I guess the TRU Bricktober or the Target Cubes in the US.

We lost all the polybags that were given away with The Sun and The Daily Mail (although they weren't really branded promotions) possibly due to complaints as they sort of defended The Sun but then didn't renew contracts, their agreement with the Mail ended and they said they weren't planning any more and they sort of listened but not really to the Greenpeace campaign and kept the Shell contract as it was nearly over anyway and didn't renew it.

I wonder if LEGO are so big now and have enough media ties to get into kids' heads that they don't need to partner with "bad" companies (oil, press, fast food) or if partnering with those brands is too much bad press. I think all the promotions for things like The LEGO Movie with McD's were probably via the studio rather than LEGO as they were all "tat" / grea rather than bricks."


Weetabix, McDonald's, Shell and TRU will feature soon. The BLOCKS Collection has a full range of these promotional sets.

Gravatar
By in United States,

I recall picking up the mini TIE Interceptor set from one of these Kabaya sets from a Japanese grocery store when I was a kid - it was the only one from the line that was a brand new build. After awhile, I remember wanting to grab the Boba Slave I as well, but by that time, I could no longer find it. These were fun little sets, would love to see a similar thing come back!

Gravatar
By in Germany,

Aha! Now I know. Spent many hours tracking down those mini Ninja and Castle sets years ago. Some nice little gems there. Did every theme have the suggestion of combining those models? Would like to see them.

Gravatar
By in Germany,

Awesome seeing this! Never had access to any store selling Kabaya like at all, but those sets were always very interesting despite their small size.

I am curious about that "exclusive keychain" for the Turaga tin can:
-that keychain (UFO - Techdroid II/Andy Droid) isn't exclusive: It was sold via several Lego Club Magazines from around 1997-2000 as well as in Legoland parks (though often loose, without the polybag) and there probably even some years longer (I think I saw it in Günzburg along the Insectoids ones in late 2002)
-the sticker on the can implies this to be a "mystery item" - was there a small pool of possible keychains to be included here? If so, which were those?

Seeing all these sealed Kabaya boxes made me think about the decades old candies being kept inside these :D

Gravatar
By in United States,

@FlagsNZ said:
" @LusiferSam

I accept the 2004 vs 2002 mistake. But several sources start the Kabaya collaboration in 1998.
https://en.brickimedia.org/wiki/Kabaya
https://brickipedia.fandom.com/wiki/Kabaya"


And several sites (including this one) say 1997. What matters more than a random selection of fan sites say is what the box/instructions say. 2890 and 2892 instructions both say ©1997. Neither 2889 or 2891 have instructions that I can see the copyright mark on online. The copyright date isn't always the year a set was released, but does seem to be the case for the Kabaya sets.

Gravatar
By in Canada,

Ya' know, it's always good to see Speed's family getting se...(finger, ear) whatzzat...wrong 'Racers'...but, I thought...well, ok then...:)

That aside, interesting collection of sets; good variety of themes, and really like that bucket.:)

Gravatar
By in United States,

"At that time, the hippopotamus had an image of being “quiet and peace-loving,” perfectly agreeing with the citizens’ feeling of building a peaceful society and hoping for an era in which the hippo's big mouth can eat delicious foods."

And then someone realized they have mouths the size of easy chairs, they have four self-sharpening shortswords for teeth, they're omnivorous, and they kill more people annually than sharks do. I once read about a village that was being terrorized by a male hippo that had decided the water near their docks was its turf. Eventually, for safety, they had to relocate the village quite a ways inland, and just walk the extra distance both ways when they went out fishing each day (sustenance, not pleasure).

Also, I really kinda want that tin can now. Also also, I really kinda want to know if they truly managed to fit four of those boxes inside, or if it's just the inner polybags (which are still printed like regular polybags), because I'm looking at it, and I'm not even seeing how three of the boxes would fit, never mind all four.

@shaase:
I don't think the SW Kabaya sets were ever sold in a multipack. I could be wrong, but a friend of mine happened to be living over there during that promotion, and hooked me up with a TIE Interceptor and two Slave I sets (I skipped the X-Wing because I had the exact same model in old greys from 4484), but he never mentioned a multipack, and I never saw any information regarding one.

@CCC:
Target also had the Darth Vader bust, and two of the TLM2 Brickheadz. Walmart has had a few Creator sets with exclusive retro packaging (one of which had an exclusive instruction booklet you could send away for), plus they've done some weird "send us a pic of your receipt" promos for free sets like the micro yellow castle, or the midi-scale Gasgano's podracer that pairs with the midi-scale podrace diorama.

@ThatBionicleGuy:
I still have a huge shopping back full of around 90 sealed copies of Nuhvok Va, from when Kay*Bee had their court ordered fire sale and marked them down to something like 3 for $5. I bought their entire stock of those Bohrok Va sets, and then just stopped having many uses for the black axle-pins that I bought them for.

@BlackFalconBirdman:
They also did promos with Coca-Cola in Japan. I got the crated six-pack of bottles, which is to date the only set that ever came with trans-clear 1x1 cones. I used two of them to represent the PAB cups in my LEGO Store. It came with an extra, so I still have five of those little guys kicking around somewhere.

@QwikBrix:
While Boba's Slave I used the same general construction as the Jango Fett version from 4487, the TIE Interceptor did get released through TRU a few months later. I can't remember if the X-Wing ever showed up in the US using the new bleys, but the physical design had already been used in a 2-pack. Since it uses some exclusive elements (definitely the printed shell, and at least at time of release, the sand-green lever bases), Boba's Slave I is now the only one of the three that can't be built without parts from an actual Kabaya set, as that one never got reissued anywhere.

Gravatar
By in Germany,

@LusiferSam said:
" @FlagsNZ said:
" @LusiferSam

I accept the 2004 vs 2002 mistake. But several sources start the Kabaya collaboration in 1998.
https://en.brickimedia.org/wiki/Kabaya
https://brickipedia.fandom.com/wiki/Kabaya"


And several sites (including this one) say 1997. What matters more than a random selection of fan sites say is what the box/instructions say. 2890 and 2892 instructions both say ©1997. Neither 2889 or 2891 have instructions that I can see the copyright mark on online. The copyright date isn't always the year a set was released, but does seem to be the case for the Kabaya sets. "


Not sure about how trustworthy it is, but the 2008 Collector's guide also list the Caslte 4-pack as being released in 1997.

Gravatar
By in United States,

@Atuin said:
"Not sure about how trustworthy it is, but the 2008 Collector's guide also list the Caslte 4-pack as being released in 1997."

That book and it's second edition has hundreds of errors. I'm not sure I would trust them as a paperweight. They likely got this right, but they likely got their info from Bricklink and/or here.

Gravatar
By in United States,

@PurpleDave said:
[[[[At that time, the hippopotamus had an image of being “quiet and peace-loving,” perfectly agreeing with the citizens’ feeling of building a peaceful society and hoping for an era in which the hippo's big mouth can eat delicious foods.]]

And then someone realized they have mouths the size of easy chairs, they have four self-sharpening shortswords for teeth, they're omnivorous, and they kill more people annually than sharks do. I once read about a village that was being terrorized by a male hippo that had decided the water near their docks was its turf. Eventually, for safety, they had to relocate the village quite a ways inland, and just walk the extra distance both ways when they went out fishing each day (sustenance, not pleasure).

Also, I really kinda want that tin can now. Also also, I really kinda want to know if they truly managed to fit four of those boxes inside, or if it's just the inner polybags (which are still printed like regular polybags), because I'm looking at it, and I'm not even seeing how three of the boxes would fit, never mind all four.

@shaase:
I don't think the SW Kabaya sets were ever sold in a multipack. I could be wrong, but a friend of mine happened to be living over there during that promotion, and hooked me up with a TIE Interceptor and two Slave I sets (I skipped the X-Wing because I had the exact same model in old greys from 4484), but he never mentioned a multipack, and I never saw any information regarding one.

@CCC:
Target also had the Darth Vader bust, and two of the TLM2 Brickheadz. Walmart has had a few Creator sets with exclusive retro packaging (one of which had an exclusive instruction booklet you could send away for), plus they've done some weird "send us a pic of your receipt" promos for free sets like the micro yellow castle, or the midi-scale Gasgano's podracer that pairs with the midi-scale podrace diorama.

@ThatBionicleGuy:
I still have a huge shopping back full of around 90 sealed copies of Nuhvok Va, from when Kay*Bee had their court ordered fire sale and marked them down to something like 3 for $5. I bought their entire stock of those Bohrok Va sets, and then just stopped having many uses for the black axle-pins that I bought them for.

@BlackFalconBirdman:
They also did promos with Coca-Cola in Japan. I got the crated six-pack of bottles, which is to date the only set that ever came with trans-clear 1x1 cones. I used two of them to represent the PAB cups in my LEGO Store. It came with an extra, so I still have five of those little guys kicking around somewhere.

@QwikBrix:
While Boba's Slave I used the same general construction as the Jango Fett version from 4487, the TIE Interceptor did get released through TRU a few months later. I can't remember if the X-Wing ever showed up in the US using the new bleys, but the physical design had already been used in a 2-pack. Since it uses some exclusive elements (definitely the printed shell, and at least at time of release, the sand-green lever bases), Boba's Slave I is now the only one of the three that can't be built without parts from an actual Kabaya set, as that one never got reissued anywhere.]]

oh, interesting. I knew about the Kabaya and some other Japanese exclusives like ANA, but never had the chance to get them when I lived there. I never saw or knew about the CokaCola ones.

Gravatar
By in United Kingdom,

@MisterBrickster said:
"I remember the Bionicle sets got quite some attention in BZPower back in the day. I can't remember why though."

BZPower? Wow, that's a throwback.

I don't understand how those Bionicle sets fit in the tin, to be honest.

Gravatar
By in United States,

I was lucky enough to acquire the Star Wars sets. Kept them sealed.

Gravatar
By in New Zealand,

@PurpleDave said:
[[[[At that time, the hippopotamus had an image of being “quiet and peace-loving,” perfectly agreeing with the citizens’ feeling of building a peaceful society and hoping for an era in which the hippo's big mouth can eat delicious foods.]]

And then someone realized they have mouths the size of easy chairs, they have four self-sharpening shortswords for teeth, they're omnivorous, and they kill more people annually than sharks do. I once read about a village that was being terrorized by a male hippo that had decided the water near their docks was its turf. Eventually, for safety, they had to relocate the village quite a ways inland, and just walk the extra distance both ways when they went out fishing each day (sustenance, not pleasure).

Also, I really kinda want that tin can now. Also also, I really kinda want to know if they truly managed to fit four of those boxes inside, or if it's just the inner polybags (which are still printed like regular polybags), because I'm looking at it, and I'm not even seeing how three of the boxes would fit, never mind all four.

@shaase:
I don't think the SW Kabaya sets were ever sold in a multipack. I could be wrong, but a friend of mine happened to be living over there during that promotion, and hooked me up with a TIE Interceptor and two Slave I sets (I skipped the X-Wing because I had the exact same model in old greys from 4484), but he never mentioned a multipack, and I never saw any information regarding one.

@CCC:
Target also had the Darth Vader bust, and two of the TLM2 Brickheadz. Walmart has had a few Creator sets with exclusive retro packaging (one of which had an exclusive instruction booklet you could send away for), plus they've done some weird "send us a pic of your receipt" promos for free sets like the micro yellow castle, or the midi-scale Gasgano's podracer that pairs with the midi-scale podrace diorama.

@ThatBionicleGuy:
I still have a huge shopping back full of around 90 sealed copies of Nuhvok Va, from when Kay*Bee had their court ordered fire sale and marked them down to something like 3 for $5. I bought their entire stock of those Bohrok Va sets, and then just stopped having many uses for the black axle-pins that I bought them for.

@BlackFalconBirdman:
They also did promos with Coca-Cola in Japan. I got the crated six-pack of bottles, which is to date the only set that ever came with trans-clear 1x1 cones. I used two of them to represent the PAB cups in my LEGO Store. It came with an extra, so I still have five of those little guys kicking around somewhere.

@QwikBrix:
While Boba's Slave I used the same general construction as the Jango Fett version from 4487, the TIE Interceptor did get released through TRU a few months later. I can't remember if the X-Wing ever showed up in the US using the new bleys, but the physical design had already been used in a 2-pack. Since it uses some exclusive elements (definitely the printed shell, and at least at time of release, the sand-green lever bases), Boba's Slave I is now the only one of the three that can't be built without parts from an actual Kabaya set, as that one never got reissued anywhere.]]

Yes @PurpleDave the four boxes fit very snuggly into the round can.

Gravatar
By in United States,

@The_Blocks_Collection said:
"Yes @PurpleDave the four boxes fit very snuggly into the round can."

I really want to see that now. Or at least know the specific arrangement needed to make that work. And I kinda feel like that’s the sort of thing someone would do as an interactive display at a public event (“see if you can figure out how to fit them all in this container without smashing any of them”).

Gravatar
By in United States,

@PurpleDave said:
" @The_Blocks_Collection said:
"Yes @PurpleDave the four boxes fit very snuggly into the round can."

I really want to see that now. Or at least know the specific arrangement needed to make that work. And I kinda feel like that’s the sort of thing someone would do as an interactive display at a public event (“see if you can figure out how to fit them all in this container without smashing any of them”)."


Problem with that is that some of them would get smashed anyway, unless you kept a very close eye on the people trying it.

Gravatar
By in United States,

@TheOtherMike said:
" @PurpleDave said:
" @The_Blocks_Collection said:
"Yes @PurpleDave the four boxes fit very snuggly into the round can."

I really want to see that now. Or at least know the specific arrangement needed to make that work. And I kinda feel like that’s the sort of thing someone would do as an interactive display at a public event (“see if you can figure out how to fit them all in this container without smashing any of them”)."


Problem with that is that some of them would get smashed anyway, unless you kept a very close eye on the people trying it."


Yes, but there are ways you can shut that down in advance, such as making fake boxes that are identical in size and not something that can be crushed like an empty box. Like, cut a durable material to the same size and print stickers of all the box surfaces and attach them to each face. Or just build box-sized pucks out of four different colors of LEGO brick (and yes, you may have to swing by and completely rebuild them from a can full of loose bricks).

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