Zuru prepares for global launch of 5 Surprise Toy Mini Brands

Published on: 5th October 2020

SpongeBob SquarePants, Dora the Explorer and Rubik’s are among the Nickelodeon brands being shrunk down for this new collectible range. 

The miniature collectible trend benefits from a new twist thanks to the introduction of Toy Mini Brands, a range of realistic miniature replicas of classic and contemporary toy brands from Zuru. Through a partnership with Nickelodeon/Viacom, Teenage Mutant Ninja Turtles, SpongeBob SquarePants JoJo Siwa are among the nine toy brands that will be miniaturised this year. In addition, iconic and popular brands such as Classic Rubik’s, Crayola and Wham-O join the Toy Mini Brands portfolio.

Zuru’s’ Toy Mini Brands will arrive in Australia this month, followed by North America/USA and the UK/Europe. There will be full UK distribution for the line by January 2021.

“Our product development and licensing teams have worked closely to take some of the most iconic toy brands and shrink them to fit in your hand,” said Aneisha Vieira, global brand director of Zuru. “The mini collectible trend is unwavering, and we’re confident Toy Mini Brands will follow suit as one of the most in-demand products of the year.”

Made exactly to match their full-sized counterparts, even down to the packaging, there are over 60 different nostalgic and currently in-market toys to collect including Leonardo from Teenage Mutant Ninja Turtles, Aang from Avatar: The Last Airbender, a Backpack from Dora the Explorer, and Angelica from Rugrats. Other miniaturised products include Crayola Crayons, Rubik’s Cubes, WowWee Fingerlings, JoJo Siwa bow accessories, Nickelodeon Slime and Wham-O Frisbees. In addition, a selection of Zuru’s top toys, including Rainbocorns, X-Shot and Bunch O Balloons, have been shrunk. The assortment includes rare and super rare minis to find.

Zuru Toy Mini Brands will be available at an SRP of £6.99. In addition, a Toy Mini Brands collector’s case features room for 30 minis and comes with four exclusive toys to kickstart the collection. The case is available for an SRP of £9.99.

Zuru 5 Surprise Mini Brands is also a viral sensation with more than 850m views on TikTok since the launch in 2019. Zuru’s latest #MakeItMini creative spot featuring Hammy the Hamster has surpassed 20m impressions.


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