Zuru unveils new Mini Brands collection in time for Christmas

Published on: 1st December 2023

As it continues to build on its miniature collectibles line, Zuru’s latest Mini Brands ranges hit UK shelves from today. 


In a pre-Christmas collectibles drive, Mini Brands Sneakers and Mini Brands Books introduce some of the most iconic global footwear brands and best-loved novels as miniature replicas.

Mini Brands Sneakers include collectible real miniature sneaker bands such as Skechers, Reebok, Airwalk and Prince. 30+ iconic Minis have perfect tiny detailing including real shoe-boxes, plus an Ultra-Rare Gold Reebok heightens the chaser element and repeat purchase opportunities. Mini Brands Books are real book brands and include 40+ classic and popular modern replica minis such as Diary of a Wimpy Kid, A Christmas Carol, Stranger Things, Roald Dahl favourites and a rare glow-in-the-dark edition of Goosebumps Night of the Living Dummy. Each Mini Book has real readable pages and accessories such as bookmarks and a mini magnifying glass to help see all the mini details.

Zuru’s Mini Brands is the most liked collectible toy on TikTok, and appeals to a cross demographic of children, teens, kidults, retro collectors and self-confessed Miniacs. The UK’s No. 1 property in Miscellaneous Toys YTD (Circana, UK Retail Tracking, value sales, YTD October 2023), continues to drive the business and category growth with most recent ranges such as Mini Brands Disney 100 and Mini Brands Foodies reaching three times the predicted sales targets.

The Mini Brands capsules have been given a new, updated look, with packaging designed to reduce the impact of virgin plastic and plans to save one ton each year.

“Year-on-year we’re seeing Mini Brands go from strength to strength, thanks to a combination of innovative and disruptive design and development from the team, licence partnerships with global brand giants and a real appetite and demand amongst consumers for more Minis to add to their collections,” said Zuru UK & Ireland general manager, Will Collinson.

He added: “Mini Brands is a continuous hit with our partners, retailers and consumers, with ranges which include some of the world’s most recognisable household, toy, franchise and now footwear and book brands. 2024 is gearing up to be another milestone year for the brand. Expect to see more newness in the New Year as we make more brands than ever before Mini.”

Zuru reports three Mini Brands items sold every minute and the hashtag #minibrands amassing 6b views, with 800m impressions delivered in the UK across TikTok, YouTube and influencers since the brand launched three years ago.


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