Joined in 2023 
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63 About this deal
The Mini Brands leverage three trends that rival toy companies were already capitalizing on: collectibles, surprise unboxings of small toys, and nostalgia. Zuru's miniature grocery store items have gone viral on Tik Tok, with videos featuring the toys ... [+] viewed more than 1.6 billion times. Zuru Over Skype, seven-year-old Ava, from the west coast of America, plays with her Mini Brands and Shopkins. Her favourite Mini Brand is Bosco chocolate syrup, because she likes eating it in real life (she doesn’t like the strawberry syrup toy because she doesn’t like strawberry syrup). “I like how the boxes look real,” she says.
The toys have become such a phenomenon that food brands that passed on the licensing request initially have since approached Zuru asking that their products be included in future editions of the toy.Store and collect all your mini brands: What better way to display your collection of real minin brands than in a mini shopping world? Zuru’s strategy, Mowbray said, will be to continue to offer limited editions, and to maintain the right balance of product availability and scarcity that drives collectors to collect.
The toy took off as the world suddenly found itself nostalgic for grocery shopping, as the pandemic shifted a lot of supermarket trips to online. There are two bottles of Dove body wash in my home, and they are nearly identical. They have the same distinctive curved shape and flip lid, the same label, the same Unilever trademark. They differ in just one crucial way. One is 22cm tall and is designed to be used in my bath. The other measures 5.5cm – about the size of my little finger – and is a children’s toy. And that has huge commercial potential for so many adult consumer brands looking to expand their market. Unilever in a statement to CNBC in 2019 said it liked the idea because “Partnering with a toy brand allows consumer brands to access the household shopper through the most influential channel of all – their children.” Zuru in June released a “Gold Rush” edition of three dozen gold-toned rare minis. Previously it also released a toy minis line featuring miniature Crayola boxes, Frisbees, and other iconic toy brands.Mini Brands turned out to "have this incredibly emotive connection with people," said Zuru CEO Anna ... [+] Mowbray. Zuru
We know the brand’s on fire, but we don’t want to just saturate the market,” she said. “We need to make sure we manage that very fine line around scarcity,” by placing special editions like the Gold Rush in select retailers for very limited time periods, she said. According to author Simon Garfield, humans have always been drawn to tiny things. In his 2018 book In Miniature: How Small Things Illuminate The World, Garfield explains that minis both educate and excite us – “The miniature world embraces control,” he writes, arguing that children who play with miniatures get a taste of adult power. And like the supermarket products it shrinks down, Zuru’s ongoing success with Mini Brands will depend on whether it can keep things from getting stale, Silver said.Unbox, build and customise: Build up your mini mart including store front, shelves, cash register and accessories, then customize it by collecting more accessories in 5 Surprise Mini Brands capsules to expand your mart! They're based in convenient locations including supermarkets, newsagents and train stations. Plus they're often open late and on Sundays. Paul Solomon, CEO of Moose Toys, which makes Shopkins Real Littles (tiny versions of real products), says the range was inspired by a desire to make “things that kids can relate to and see in their everyday lives”. With the added advantage that it may well be on their own shopping list in a few years’ time. Zuru’s twist on the food miniatures idea was to make exact replicas of the supermarket brands, down to the nutritional information and the bar codes. Unbox, build and customise: Build up your mini mart including store front, shelves, cash register, and accessories, then customize it by collecting more shelves, cash registers and accessories in 5 Surprise Mini Brands capsules to expand your mart Mini Brands capsules sold seperately.
Items that are not available in store will take 3-5 working days (excluding weekends and bank holidays) to be delivered to your nominated store. I can’t deny I’m entertained by my miniature groceries. I marvel as I compare the mini Dove to the real one. Yet as children’s toys, they are more concerning and you can’t help wondering where playtime ends and consuming begins. Surprise Mini Brands Mini Mart is the ultimate way to store and display your mini brands collection, by making your very own little shopping world! Collect more mini brands capsules to add more accessories and minis to your collection!The key is constantly refreshing it,” Silver said. “Keeping it fresh to keep the consumer interested.” There had been plenty of earlier examples of toy companies using supermarket products in kid’s playthings, said James Zahn, deputy editor of the Toy Book, and senior editor of the Pop Insider. Store and collect all your Mini Brands collection: What better way to display your collection of real mini brands than in a mini shopping world? Unbox 5 minis with the mart, then collect more capsules to add minis to your shelves
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