Zuru’s Mini Brands MasterChef hits the UK this month and is the first licensed partnership within the company’s new Create mini collectibles.
Following a deal with media and entertainment powerhouse Banijay, the new line comprises real miniature MasterChef creations including food items and accessories allowing collectors to create mini versions inspired by the TV show’s much-loved dishes. The range includes 11 iconic MasterChef-inspired mini dishes such as Japanese Ramen, Cherry Chocolate Cake, or the rare, scented Apple Pie to help drive the excitement of collecting. Each Mini Brands MasterChef capsule includes intricately detailed accessories such as a UV LED Chef Hat, serving tongs and serving ware, plus a recipe for the real dish to recreate in full size, further enhancing the licensed collaboration and enriching the consumer experience.
In the wake of the global success of its Mini Brands launch five years ago, and creating what the company has coined ‘Mini Mania’, Zuru continues to enjoy success in the miniature collectibles space with mini versions of some of the world’s most iconic brands. With plans for further ranges to be unveiled during the Q2 and Q3 periods, the company’s Mini Books and Mini Sneakers lines have been a sell-out since launching earlier this year. As the No. 1 most-liked collectible brand on TikTok, the Mini Brands channel has almost 46m likes, and its latest Mini lines tap into the platform’s trending #Sneakerstok and #BookTok – now soon to be followed by #FoodTok.
The new Mini Brands MasterChef range has been designed to reflect the cooking challenges witnessed throughout the show and will appeal to collectors across all demographics and interests, including older children, kidults, foodies and fans of TV memorabilia.
“When the business launched Mini Brands back in 2019, we knew we were on to a hit and it has always been our long-term strategy to drive and support the collectibles category while creating a miniature collectibles sub-category as part of the journey,” said Aneisha Vieira, global brand director. “Mini Mania is real, and we have an incredible fan base of ‘Miniacs’ with a desire to see everything made mini.
“Our licensing team has aligned to make every category mini and continues to leverage the company’s equity by partnering with some of the world’s biggest brands. MasterChef is one of the most globally-recognised and popular shows and the Mini Brands pairing offers a replica creative experience as uncovered by the real-life food talents.”
