At this year’s AnimeCon London, MGA distributed 7,000 MGA’s Miniverse product samples to Anime, Manga and Ota-Culture enthusiasts.
MGA’s Miniverse hosted a sampling event at AnimeCon London which debuted at the capital’s hottest new event space, Drumsheds, and saw over 5,000 Anime, Manga and Ota-Culture fans descend onto the space.
MGA’s Miniverse attended the London weekender to hand out samples of MGA’s Miniverse Make It Mini Food: Diner and Café Edition as well as Make It Mini Lifestyle after identifying the brand resonating well with the cosplay audience on social media due to the intricate and detailed crafting process of the miniature collectibles. MGA’s Miniverse handed out more than 7,000 samples across the two days, leaving no fans disappointed.
Pamela Justice, head of marketing UK & Ireland, at MGA Entertainment, said: “MGA’s Miniverse is a truly unique brand which has gone from strength to strength since launching in the UK. In less than a year, we have showcased incredible growth across the market and kidult audience and we’re starting to see the brand resonating with broader audiences – one of them being cosplay. 2024 will be another record year for MGA’s Miniverse as we reveal exciting and innovative new realistic Make It Mini items.”
MGA’s Miniverse has seen exponential growth in the UK market since launching in April 2023, reaching No. 1 in Circana’s roundup of the Top 10 New Properties in Total UK Toys. It is also the No. 2 property in Miscellaneous Toys and the No. 1 gaining property in this subclass. In addition, MGA’s Miniverse Make it Mini Food has just been granted a patent for its “make it” component, protecting the brand from counterfeit versions of the highly popular collectible line.
The brand’s success has been catalysed by collaborations with the biggest crafting and Gen Z influencers as well as partnerships with like-minded brands such as bubble tea retailer, Bubbleology and the dessert brand, Pleese. Through carefully crafted campaigns and partnerships, MGA’s Miniverse has been able to target new Gen Z and lifestyle audiences on social media, amassing over 44.6m views, 29.3m impressions and over 100m follower reach in 2023. The popularity in mini-collecting and tiny kitchen creations alone also shows no signs in slowing and has led to the rise in other mini phenomena such as #minikitchen, which has amassed over 2.3b views on TikTok alone.
MGA’s Miniverse appeals to all ages including those wanting to create viral social content for their TikTok profile, and fans of the trend who use these quirky miniatures as a form of self-expression and amusement.
In 2024, MGA’s Miniverse will expand with a new series of the MGA’s Miniverse Make It Mini Food collection, a brand-new miniature MGA’s Miniverse Make It Mini Lifestyle collection, Make It Mini Appliances, a limited edition Make It Mini Food Valentine’s Day Series and a Make It Mini Food Spring Diner Edition.
The new range is available to purchase now: Make It Mini Food / Lifestyle Mini Collectibles; Make it Mini Appliances Mini Collectibles and the Make it Mini Kitchen. MGA’s Miniverse Make It Mini Food Multipack is also available.
