NEWS

MGA launches Miniverse with Make it Mini Food

Published on: 21st March 2023

MGA’s Miniverse is available on pre-sale and will launch in all major toy retailers at the beginning of April, expanding into grocers later the same month.

April sees the launch of MGA’s exciting, innovative and kidult-targeted brand, MGA’s Miniverse. Launching with two food themed collections – MGA’s Miniverse Make it Mini Food Diner Edition and Make it Mini Food Café Edition – the brand will deliver hands-on fun and bring a new twist to the ever-growing mini collectible trend for all ages of collectors.

Fuelled by a surge in popularity on social platforms such as TikTok, the trend for mini everyday items – and in particular, mini food – shows no sign of stopping. The new miniature collectible brand, MGA’s Miniverse, will both capitalise on and lead this trend. Utilising social media, and working with some of the leading UK TikTok influencers, the brand launch will specifically target a kidult audience for the first time. This is an increasingly important audience, with kidult sales accounting for 29% of all toy sales in 2022.

Having launched in the US earlier this year, MGA’s Miniverse has already had phenomenal success and amassed a strong following, primarily amongst an 18- to 35-year-old ‘collector fan’ audience, selling more than 1m balls since launching in mid-December.

Each collectible comes in a blind ball that consumers peel open to reveal individually wrapped mini ‘ingredients’, kitchen accessories, and a tiny recipe card that come together to create delicious looking culinary creations. Consumers follow the recipe card to create their food masterpiece which hardens in daylight or UV light for permanent display. Creations can vary from a mint choc chip milkshake and strawberry waffles with whipped cream to a lemon tart and tiny avocado on toast. Whilst these innovative collectibles are not edible, they offer miniature lovers, crafting fans and food enthusiasts an engaging activity and adorable display to add to their mini collections.

Priced at £6.99 for the Café Edition and £8.99 for the Diner, the pricing is representative of MGA’s ongoing mission to provide smaller and more affordable toys amidst inflation and the ongoing impact of the cost-of-living crisis.

MGA’s Miniverse appeals to people of all ages, from kids who are simply wanting to craft and create, to kidults wanting to produce creative viral social content for their TikTok profile and fans of the trend who want to use these quirky miniatures as a form of self-expression and amusement. They offer a fun and engaging method for fans to craft and create in their own personal unique way as well as offering an aesthetically pleasing way to display their personalised creations.

MGA Entertainment plans to launch the new pocket-sized collectible brand with a bang next month, targeting a wide range of collectors through a variety of standout campaigns including a high impact TikTok campaign, a wide range of influencer and digital content, exciting brand collaborations, celebrity partnerships and much more.

For more information on MGA’s Miniverse, visit: www.miniverse.mgae.com

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