Singapore Airlines launches latest version of cult-favourite mascot Beary

Singapore Airlines is introducing the latest iteration of its beloved teddy bear mascot, Beary 3.0, starting mid-June 2026. This refreshed design boasts a gender-neutral appearance, an outfit inspired by the Garden City, and a sun hat featuring SIA's signature batik motif. The new Beary is also approximately 15 percent larger than its predecessors.

Beary will continue to be offered upon request to children aged 12 and below traveling in Suites, First Class, and Business Class on flights exceeding five hours. The mascot was initially introduced in 2007 as a complimentary gift for young travelers in premium cabins. Over the years, Beary has seen several updates, including separate boy and girl versions in 2013 and special editions commemorating airline milestones and collaborations.

Initially a well-kept secret among frequent flyers, Beary gained wider fame as travel influencers began sharing their experiences with the mascot on social media. This increased visibility led to more travelers requesting and collecting the bears. While not officially available for purchase, enthusiasts often find them on peer-to-peer marketplaces like Carousell, with prices varying based on the edition.

The airline's commitment to engaging young travelers is evident in the continued presence of Beary, a symbol that has evolved from a simple toy to a cult favorite among many who fly with Singapore Airlines.