ZURU – Mini Brands Unveils New Collections for Holiday 2023

Mini Brands Zuru

As part of its mission to make everything mini, and continued domination of the miniature collectibles space, latest Mini Brands ranges from ZURU hit US shelves in early December. In a pre-holiday collectibles drive, Mini Brands Sneakers and Mini Brands Books introduced some of the most iconic global footwear brands and best-loved novels as miniature replicas of the real thing.


Mini Brands Sneakers include collectible real miniature sneaker brands 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 favorites, 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 you see all the mini details.


ZURU 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’. This continues to drive the business and category growth with most recent ranges such as Mini Brands series 5, and Mini Brands Foodies series 2 reaching double 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 with plans to save one ton each year.


“Since the launch of Mini Brands five years ago, we have seen an explosion of a mini trend, including 6B views on TikTok creating a loyal fanbase, which has inspired us to continue to work with the most recognisable and beloved brands to curate all new collections. The brand’s flagship quality, which is the level of detail we achieve to truly create exact miniature replicas, is credited to our dedicated creative and development teams as well as our vertical integration manufacturing process.” said ZURU Global Brand Director, Henry Gordon. He adds: “With exciting innovation and new licenses coming to the line all throughout 2024, Mini Brands is on a course to cause disruption in the market once again.”


The hashtag #minibrands amassing 6 billion views, with 800 million impressions delivered in the US across TikTok, YouTube, and influencers since the brand launch three years ago.