Zuru opens new flagship LA campus

Published on: 24th October 2023

Three new buildings on the Zuru campus in LA now house key departments including tech development, product design and a state-of-the-art showroom. 

Zuru continues its long-term growth plans with the opening of a new flagship campus in El Segundo, LA. The expansion comes following a year of milestones and successful UK launches including XShot Insanity, Rainbocorns: Mermaidcorn Surprise, Snackles and Mini Brands Series 4, pushing Zuru to the No.6 position in UK YTD and continuing to grow share.

Officially opened by Zuru’s UK-based Global Brand director, Aneisha Vieira, the three new two-story buildings on the company’s campus house key departments including tech development, product design and a 13,500 Sq. Ft state-of-the-art showroom complete with 267 screens. The screens are controlled by a custom-designed app developed exclusively for the showroom, allowing visitors to choose on demand the information they require.

Showcasing a mix of classic and current ranges, and newly developed lines, the showroom also boasts an homage to its No.1 collectible miniatures, Mini Brands, with over 2,000 minis individually placed on a dedicated wall.

“We’ve recently completed hosting our AW24 previews at the new HQ, with over 250 meetings facilitated by Zuru team members from all over the world”, said Zuru UK & Ireland general manager, Will Collinson. “There’s been such an incredible buzz around previews. LA is rapidly becoming a massively exciting and thriving toy hub, and welcoming our industry and retail partners during such a significant moment for the business has provided an unmissable opportunity for sharing our excitement around the newness and next-level innovation in store for next year.”

Over 1,300 attendees from all territories enjoyed the benefits of the new headquarters with many treated to their own custom-made Snackles. An on-site sewing team was on hand to create bespoke versions of the popular plush characters with visitors choosing their favourite licensed snack and Snackle character; combinations which were stitched together and handed to delegates before departing the showroom. This helped set the scene for another record year in 2024 and beyond.


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