Below are the accounts of 5 Singaporeans who are voicing their criticism constructive or otherwise.  (The Straits Times 26th January 2000 'Oh How Swiftly We Fall In Line')

Speaker 1

Mr Ronnie Tan, 38, Managing Director of Event Company:

"It's a very Singaporean thing, this passion for queuing. It's the kiasu syndrome: Whatever you have, I want to have; whatever I have, I want to have more . 

    But plans must be put into place to prevent stampedes and make sure people don't get upset. 

    Whatever the promotion, it should be tied in with what your brand values, what you stand for and what you are selling.

    If it's a shopping centre opening, it's good to give away things and make people queue because you want the masses to come.

    In this case, McDonald's wants to sell more burgers but people are buying McDonald's for the toys and throwing away the food.

    What is the take away message at the end?"

speaker 2

Dr. Tan Chue Tin, 52, medical director of behavioral health services at Mount Elizabeth hospital and psychiatrist for 20 yrs:

"It shows how good the marketing people at McDonald's are. They really understand human behavior in the Singapore context.

    Its a strategy they have fine-tuned over the years, from Snoopy to Winnie The Pooh

(Other 'Happy Meal' toys from McDonald's U.S.A., very popular especially the last two, 'McSpace' and 'Beauty & the Beast', but did not spark off a similar episode.)

[continued]     

    This round, there are more powerful reinforcing factors, like auction websites which feature a range of Hello Kitty photographs and their market prices. It's like a mini IPO in action.

    Even more powerful psychologically is the intermittent release every Thursday. Once you have one or two, you want to complete the collection.

    If the toys were available all the time, they would not have such great value. It's the chase that matters.

    And the price appeals to the masses. It's attractive. Spend $10 and you can make $20 or $30, even $1,000, for the whole set of Kitties. It's a way to make money and enjoy a free meal.

    I see mainly three groups lining up: The genuine Hello Kitty fan, those obsessive about collecting an entire series, and those out to make money, the entrepreneurs.

    Its the compulsive acquisition syndrome. The queue becomes more than just a queue.

    McDonald's makes it the only way to achieve the status of owning a Kitty collection. Its platform is one where even if people have the money, they cannot buy."

speaker 3

Mr Bernard Harrison, 48, zoologist and chief executive of Singapore Zoological Gardens:

"A lot of herding and migration goes on with animals. But it is instinctive, whereas this is highly premeditated.

    You have to decide whether you want to queue overnight for a soft toy.

    It's weird behavior.

    I would not equate it to anything in the animal kingdom. Animals are far more intelligent."

speaker 4

Dr. Lynda Wee, 36, lecturer at Temasek Polytechnic's marketing department. She studies consumer fads and behavior.

"I don't think Singaporeans like to queue. On the contrary, we dislike queuing because we are so hard pressed for time today. Hospitals have to manage queues with reading material and TV shows.

    We will only exchange our time and money for something worthwhile. The goods that we want must have a value greater than the sum of our money and time.

    Think of 4-D. The bet and time invested in queuing pales in comparism to that winning pot of gold.

    For condominiums, only a certain income group can afford to queue. But for Hello Kitty, everyone can participate. It has mass appeal and transends income group, age, gender, marital status and culture. It's a free for all"

Speaker 5

Ms Sylvia Toh Paik Choo, 50s, social satirist and author:

"I can only hazard the guess that Singaporeans are a stoic lot who will stand for anything- including in line for ages for a cat with no mouth.

    Maybe it's because that kitten can't answer back like other pets. Singaporeans queue for two reasons. One, they are free. Two, for something free.

    Listen I'm as kiasu as the next goondu. When I see a line, I join it. Who knows, they could be giving something away for nothing.

    I don't want to miss out. How, if other people have and I don't have? If they're selling something cheap, buy two; if giving away free, try and take four. I don't think I care about the courtesy campaign. Hello, it could be worse if we weren't the orderly sort.

    Imagine every man for himself: Oh the ignominy of being felled by a soft toy!"

                                             Fan defending Singaporean queuers