MGA’s Miniverse enters Top 10 in UK during first month

Published on: 16th May 2023

MGA Entertainment celebrates MGA’s Miniverse ranking in the Top 10 New Properties and named as the No. 3 Miscellaneous Toy in the UK during the first month of launch.


MGA’s Miniverse launched in the UK in April this year and has already seen phenomenal growth, racking up impressive follower numbers across social media channels and partnering with some of the biggest crafting and Gen Z influencers on TikTok including Kira Goode (@kira_goode). In addition, MGA’s Miniverse has been named in Circana’s round up of the Top 10 New Properties at No. 9 and ranked as the No. 3 Miscellaneous Toy in April in the UK market.

Since launching in the US in December 2022 with a social media campaign, the brand has proved to be extremely popular, primarily amongst an 18- to 35-year-old ‘collector fan’ audience, selling more than 1.5m balls to date.

MGA’s Miniverse has reached more than 37m people during the first phase of the launch campaign in the UK, achieving more than 280,000 organic views in the first week of social activity. The new mini collectible brand continues to amplify excitement with brand collaborations and further influencer partnerships, and much more planned for the coming months.



Pamela Justice, marketing manager, said: “These results demonstrate how MGA is at the forefront of driving cultural trends. We identified how huge the craze for mini foods and DIY crafting was and these strong results underline that. MGA’s Miniverse combines trends and offers the consumer something truly unique and fun. The Café and Diner editions are just the start for this incredibly innovative brand, and we have big marketing and communication plans to unveil as we expand the range significantly later this year.”

MGA’s Miniverse launched with two food themed collections – Make it Mini Food Café Edition and Make it Mini Food Diner Edition. The brand brings highly detailed, fully functional everyday items into mini form, allowing fans to prep, set and collect their creations.

At a sub £10 price point, the pricing is representative of MGA’s ongoing mission to provide smaller and more affordable toys amidst inflation.



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