The Mini Brands craze has taken TikTok by storm, with over 5b videos showcasing creative unboxing, trading and customisation of the collectible toys.

Zuru‘s globally popular collectible toy line 5 Surprise Mini Brands is enjoying continued success in the United Kingdom & Ireland. Mini Brands was 2022’s No.6 item in the total market YTD, with Mini Brands Disney coming in at No.12 in October, as per NPD. In addition, Mini Brands has amassed over 5b views on TikTok. This success helped Zuru become the No.7 supplier in the UK YTD.

The Mini Brands craze shows no signs of slowing down, with the launch of the highly anticipated Disney Mini Brands Series 2 and Toy Mini Brands Series 3 keeping fans engaged and eager for more. These new series feature an expanded collection of beloved characters and popular toys, providing fans with even more ways to collect and trade their favourite Mini Brands.

In addition to the new toy releases, Mini Brands is launching Mini Fashion Series 2, which features miniature versions of popular clothing and accessories. This series allows collectors to add a fashionable touch to their Mini Brands collections and provides even more opportunities for creativity and self-expression.

“We are thrilled to see the continued success of 5 Surprise Mini Brands in the UK,” said Zuru general manager UK & Ireland, Will Collinson. “The excitement and engagement from fans on TikTok, YouTube and Instagram has been overwhelming, and we can’t wait to continue to deliver new and exciting minis to collect.”

The Mini Brands craze has taken TikTok by storm, with over 5b videos showcasing creative unboxing, trading and customisation of the collectible toys. More than 1.5m followers and over 30m likes make Mini Brands the most liked toy brand on the platform. Mini Brands has also partnered with several TikTok creators to host giveaways and challenges, further fuelling the excitement surrounding the toy line.

“We are constantly amazed by the dedication and creativity of Mini Brands fans,” added Will. “Their passion for the brand continues to inspire us, and we are committed to bringing them even more exciting new products and experiences.”

Mini Brands Series 2 and 3, as well as Mini Fashion Series 2, arrive at toy retailers nationwide and online from early this Q1.