Zuru is launching Mini Brands Home, Mini Brands Retro, Mini Brands Garden, and Mini Brands Disney Store Series 3 this month.
Zuru continues to drive the miniature collectibles space with the latest of its Mini Brands ranges, which are hitting the UK market this month.
Having launched the first Mini Brands range five years ago, the brand is synonymous with creating mini versions of some of the world’s most iconic brands and fuelling a global phenomenon of Mini Mania amongst a fanbase of ‘Miniacs’. As the No. 1 most-liked collectible brand on TikTok, the Mini Brands channel has over 2m followers and almost 46m likes, with its latest Mini lines tapping into the platform’s trending #hometok, #garden and #retrotok.
Partnering with some of the world’s best-known home brands, Mini Brands Home features 60+ on-trend home décor and gadgets in mini style. Collectors can customise their own miniature dream home with highly detailed mini appliances and accessories from the likes of KitchenAid, Sistema, Black+Decker and MasterChef. From the current kitchen must-have air fryer and retro-inspired Kitchen Aid Mixer to the iconic mid-centruy Dali red lips sofa and 60’s Lava Lamp craze, the range taps into the ‘newstalgia’ movement and the rise of ‘dopamine décor’, an influence curated by the enjoyment and happiness experienced from furnishing the home. Rare legendary Minis complete with resin elements further drive the chase and repeat purchase appeal.
Mini Brands Retro capsules are designed to take collectors on a trip down memory lane. With more than 60 Retro Minis in the collection, including the ultra-rare frozen moments Minis, retro classics include Kodak Film, Campbell’s Tomato Soup, Energizer Batteries and the legendary 70s Revlon fragrance, Charlie.
Following the success of its first Create range with Mini Brands MasterChef, which enables collectors to create mini versions inspired by the TV show, Zuru’s Mini Brands Garden is the next instalment in the Create series. Targeting the kidult market, the range draws on the enjoyment and mindfulness benefits of gardening and growing plants and allows collectors to create and collect 18+ plants to fill their own Mini Brands Garden. With favourites such as orchids, succulents, flowers and ultra-rare, scented minis to discover, mini-bugs and dewdrops to accessorise, plus UV resin to customise, Mini Brands Garden further drives the demand and appeal of creative collectibles.
The award-winning Mini Brands Disney Store is now in its third series and features real miniature Disney Store collectibles, appealing to all age demographics including children, adult fans, teens and an avid collector fan base. There are more than 50 miniatures of favourite Disney brands to collect in Series 3, spanning Marvel, Pixar, Star Wars, Mickey Mouse & Friends and Disney Princess. Fans can reveal Minis of beloved characters including Woody, Iron Man and Moana, while searching for the rare epic movie moment Minis.
“There’s an inherent allure of all things mini, from the cute detailing to the emotional connections we make when we experience or play with them,” explained Aneisha Vieira, global brand director, Zuru. “When we first launched Mini Brands five years ago, the aim was to introduce a range of miniature collectibles that were exact replicas of well-known household brands to excite children. The range was an instant hit and from that moment on we’ve seen a massive enthusiasm for making everything mini. We have an amazing licensing team that is committed to this, collaborating with the very best licensed partners across all categories, from food, fashion and Sistema lunch boxes to Star Wars and Stitch, ensuring that the brand appeals to all demographics and interests. Mini Brands has evolved to offer something for all ages, from younger children looking to role-play, older children and kidults looking to collect and display, and collectors with specialist interests and a love of miniature replicas. The mini world is our oyster.”
