Zuru has teamed up with the Gen Z expert to further the UK & Ireland success of 5 Surprise Mini Brands.
Having proved popular in the US and Canada, Zuru’s 5 Surprise Mini Brands now brings miniature versions of favourite household brands to the UK & Ireland. The 5-part capsule toy, which houses accurate miniature replicas of real shopping brands, went viral upon its launch in the US, amassing over 700m views on TikTok. On average, one capsule was sold every three seconds. To continue this success, Zuru has now partnered with the Gen Z marketing experts at Fanbytes to devise a three-phase TikTok campaign throughout September, designed to catapult Mini Brands to UK success.
Erika Sava, international marketing director, Zuru, said: “Mini Brands exploded into the US market last year and became an instant sell-out. It was the No. 1 most Googled toy in December, and we’ve seen UK super-fans prepared to pay three-to-four times more for the capsules on some online sites. We’re experiencing a real appetite for the miniatures trend, and Mini Brands combines this with the appeal of surprise and collectability.”
Erika continued: “We’re working closely with the team at Playtime PR, which facilitated the relationship with Fanbytes, ensuring that any creative content dovetails with our existing Mini Brands strategy and marketing campaign. Fanbytes has a proven record of deliverables alongside the algorithms to demonstrate how best to meet our business and communication objectives for growing our UK TikTok presence. From 1st September until mid-October, we will be introducing TikTokkers to a TikTok first with the Mini Bytehouse, plus a variety of challenge, prank, and comedic-led content all designed with a Gen Z audience in mind.”
Timothy Armoo, Fanbytes CEO, added: “Innovation is at the core of what we do. The Gen Z audience is ever-changing and you cannot win by standing still. When we launched the ByteHouse at the start of lockdown we were ripping up the playbook by taking individual influencers and building a Gen Z brand. With over 27m fans just on TikTok and over 35m weekly views, that playbook is working; we’re currently the largest TikTok media owner in the UK. This Mini Bytehouse campaign is another great chapter in that innovation and I’m excited to start this with Zuru. It’s already shown it is ahead of many in its field with its success in the US. We’re excited to partner up with Zuru on this innovative campaign, which combines both the online and offline to help the company dominate the UK landscape.”