Mini Brands has been cited as the most liked collectible toy on TikTok, with 800m impressions delivered in the UK across TikTok, YouTube and influencers. 

With reports that a Zuru Mini Brands product is sold every 20 seconds in the UK alone, the company’s award-winning Mini Brands retains its position as the UK’s No. 1 property in Miscellaneous Toys YTD (Source: Circana, UK Retail Tracking, value sales, YTD August 2023), further cementing its stronghold and driving business and category growth within the market. The latest results also show that current ranges and new launches are outperforming targets by triple-digit sales.

A global sensation since its inception in 2020, Mini Brands kickstarted the ‘mini mania’ miniature collectibles trend. Three years later the brand dominates social media platforms, having been cited as the most liked collectible toy on TikTok, and the hashtag #minibrands amassing 6b views, with 800m impressions delivered in the UK across TikTok, YouTube and influencers. With innovation and disruption key pillars of the company’s development strategy, Zuru now produces mini versions of some of the world’s most recognisable and iconic household brands, Toys, Disney franchises, and Fashion accessories, appealing to children, kidults, and a growing audience of retro-collectors.

“Our Mini Brands create the biggest reactions with retailers and noise amongst consumers,” said Zuru UK & Ireland general manager, Will Collinson. “This year, we’re seeing three Mini Brands items sold every minute, with Series 4 dominating the miniature toys space, and our Mini Brands Foodies Series 2 showing strong sales and cut-through. Plus, within the first month of us bringing our Mini Brands Disney 100 to market, we’re seeing it performing at +224% above forecasts. We’re on a mission to make everything Mini! 2024 is already panning out to be another landmark year, with the likes of global footwear giants Reebok and Sketchers on board for the Mini Brands treatment.”