MGA’s Miniverse makes it mini this National Doughnut Day

Published on: 2nd June 2023

The National Doughnut Day campaign will showcase the newly launched MGA’s Miniverse Make It Mini Café collection.

Following its launch earlier this year, MGA’s Miniverse has seen phenomenal growth, racking up impressive follower numbers across its social media channels. The brand was also recently featured in Circana’s round up of the Top 10 New Properties (No. 9) and ranked as the No. 3 Miscellaneous Toy in April in the market, in its first month of launch in the UK.

To increase brand awareness and drive sales, as well as continue to target its key demographic of kidults, MGA’s Miniverse has launched a campaign to celebrate National Doughnut Day (today, Friday 2nd June). Partnering with some of TikToks biggest mini collectors and ASMR fanatics, the campaign is set to reach over 4m fans.

Mini food is a huge trend on TikTok with videos tagged #minifood being viewed more than 3b times. This made National Doughnut Day the perfect opportunity for the new collectible brand to work with influencers on unique content focusing on the trend of mini collectibles, mini food and unboxing/ASMR.

To celebrate this delicious day, influencers were sent a box of mini edible MGA’s Miniverse-inspired doughnuts alongside products from the Café collection and were challenged to put their crafting skills to the test as they attempted to recreate the edible treats in miniature form. Creators are tasked with bringing the brand to life through TikTok videos and Instagram reels, and producing short form videos to promote collectability.

MGA’s Miniverse combines the craze of mini food with the fun of DIY crafting. MGA’s Miniverse toys are not only highly detailed and affordable, they are also the only mini collectible kids can prep, set and collect.

Each collectible comes in blind packaging. The ball can be peeled open to reveal individually wrapped mini ingredients, kitchen accessories and a tiny recipe card that come together to create delicious looking culinary creations. Creators follow the recipe card to create their food masterpiece, which hardens in daylight or UV light for permanent display.

MGA’s Miniverse appeals to all ages, especially kidults wanting to creative viral social content for their TikTok profiles and fans of the trend using these quirky miniatures as a form of self-expression and amusement. They offer a fun and engaging way 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.


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