In its ongoing mission to “make everything Mini” ZURU is launching another two ranges under the Mini Brands banner.
Mini Brands Sneakers and Mini Brands Books feature footwear brands and bestselling novels with the former featuring some 30 brands taking in Skechers, Reebok, Airwalk, and Prince; the latter such big names such as Diary of a Wimpy Kid, A Christmas Carol, Stranger Things and Roald Dahl favourites.
Mini Brands Sneakers come in real shoe boxes, with the collectible range including Ultra-Rare Gold Reeboks, while the Mini Books offers a glow-in-the-dark Goosebumps, while each copy has readable pages and bookmarks and a mini-magnifying glass.
The range is the most-liked collectible toy on TikTok, cutting across all groups, taking in children, teens, kidults, retro collectors, and self-confessed Miniacs. It’s the number one miscellaneous toy property according to Circana.
Three Mini Brands items are sold every minute, said Zuru, while the hashtag #minibrands has amassed 6 billion views and delivered more than 800 million impressions in the UK through TikTok, YouTube, and influencers since the brand launch three years ago.
ZURU UK & Ireland general manager, Will Collinson said: “Year-on-year we’re seeing Mini Brands go from strength to strength, thanks to a combination of innovative and disruptive design and development from the team, license partnerships with global brand giants and a real appetite and demand amongst consumers for more Minis to add to their collections.
“Mini Brands is a continuous hit with our partners, retailers, and consumers, with ranges which include some of the world’s most recognisable household, toy, franchise, and now footwear and book brands. 2024 is gearing up to be another milestone year for the brand. Expect to see more newness in the New Year as we make more brands than ever before Mini”.
