Toy World spoke to Will Collinson, UK general manager at Zuru, to find out exactly why small is so big this year. 

Will Collinson

Zuru’s hit collectibles line 5 Surprise Toy Mini Brands launched in late 2020 to what Will calls a ‘phenomenal’ reception, coming hot on the heels of the hugely successful autumn/winter launch of the company’s licensed food shopping brand collectible, Mini Brands.

“In a matter of weeks, Mini Brands shot into the top 30 ranking items in NPD, which, given the low ASP, is remarkable,” enthuses Will. “We therefore expect Toy Mini Brands to follow suit. If brand growth in the USA is anything to go by – which is 18 months ahead of the UK in the 5 Surprise brand lifecycle – the best is yet to come. We’re obviously seeing mini-mania take over the kid demographic, but it’s also making huge strides in the 13+ TikTok-driven space too.”

As we’re seeing in other toy categories, the impact of social media is fuelling the demand for Mini Brands. Prior to the launch of the UK range, Zuru saw UK super-fans, driven by the TikTok hype, prepared to pay up to 10x more for the North America capsules from US sites. The virality and engagement Zuru has seen across these platforms, will tells us, is what confirmed the company’s decision to go with a 100% digital marketing strategy for the miniature collectibles range.

To find out more, including how Zuru has compiled a specialist digital marketing to drive growth in the social space using creators, as well as its plans for the months ahead, click here to read the full interview which was published in the April issue of Toy World.