ZURU Opens New Flagship LA Campus

Zuru LA

ZURU continues its long-term growth plans with the opening of a new flagship campus in LA county’s El Segundo, California. The expansion comes following a year of milestones and successful US launches including XSHOT Insanity, Rainbocorns Mermaidcorn Surprise, Snackles, and Foodie Mini Brands series 2. 


Officially opened by ZURU’s Global Brand Director, Aneisha Vieira, the three twostory buildings on the company’s campus house key departments including ZURU Toy, Edge and Tech with a 13,500 Sq. Ft state-of-the-art showroom complete with 267 screens to provide visitors with an immersive experience. The screens are controlled by a custom-designed app developed exclusively for the showroom, allowing presenters to choose the supporting information they require on demand.


Showcasing a mix of classic and current ranges, and newly developed lines, the showroom also boasts an homage to its staple line of collectible miniatures, Mini Brands, with over 2,000 minis individually placed on a dedicated wall. 


“After cutting the ribbon in August, we officially opened our new LA campus comprising of over 50,000 square feet of space.” said ZURU Global Sales Director, Henry Gordon. “We were excited to showcase our stellar Fall 24 line up in our new state-of-the-art showroom, completely redefining how brands and product is presented. Establishing a flagship headquarters in the epicenter of the US toy industry is a testament to our mission of continuing to bring distributive innovation and exceptional value to the market.” 


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 massively helped set the scene for another record year in 2024 and beyond.