MGA’s Miniverse hits Top 5 spot

Published on: 25th July 2023

MGA says Miniverse has seen phenomenal growth since launch and now the brand has entered the Top 5 in the UK within its first year.

MGA Entertainment is celebrating MGA’s Miniverse moving up to No.5 in the Top 10 New Properties in the UK since launching earlier this year.

Since its introduction to the UK in April, MGA’s Miniverse has seen phenomenal growth in the UK, partnering with some of the biggest crafting and Gen Z influencers on TikTok, achieving more than 7.6m views and gaining more than one million likes on social media. Following this activity and a focus on innovation driven by trends, the brand is celebrating moving into the Top 5 of Circana’s roundup of the Top 10 New Properties in the UK market in June, as well as ranking as the No.3 Miscellaneous Toy.

MGA’s Miniverse appeals to people of all ages, especially kidults wanting to create viral social content for TikTok and fans of the micro trend, who use the quirky miniatures as a form of self-expression and amusement. The collection offers a fun and engaging way for fans to craft and create in their own unique style, as well as offering an aesthetically pleasing way to display their personalised creations.

The move to Top 5 positioning for MGA’s Miniverse in Circana’s roundup of New Properties represents how fast the demand for the brand is growing,” commented Pamela Justice, Marketing manager, MGA. “Product development and innovation driven by ‘of the moment’ cultural trends is at the core of MGA’s Miniverse and is the reason why the launch of the brand into market has been so successful this year. Our growth runs parallel with the rapid increase in popularity in mini food and DIY crafting trends on social.”

MGA’s Miniverse brings highly detailed, fully functional everyday items into mini form, allowing fans to prep, set and collect their creations. This autumn, the brand will expand its portfolio with the launch of a new series of the Make It Mini Food collection, a brand-new miniature Lifestyle collection, a miniature food multipack, kitchen set and an All You Can Eat set which includes more than 100 collectibles.

“As we expand our range this year, we anticipate only more success for the brand as we engage with even more fans,” added Pamela.



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