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The Mini Brands craze has taken TikTok by storm, with over 5b videos showcasing creative unboxing, trading and customisation of the collectible toys. The values for fuel consumption, CO2 emissions and energy consumption shown were determined in a standardised test cycle according to the European Regulation (EC) 715/2007 in the version currently applicable. The figures refer to a vehicle with basic configuration in Germany and the range shown considers transmission (automatic or manual) and the different wheels and tyres available on the selected model and may vary during the configuration. The new brand identity will debut in advertising for the Clubman when the model goes on sale in October. A preview of print and outdoor ads shown at the launch event reveals a more sparse, sombre presentation in comparison to recent Mini campaigns, such as ‘Not Normal’ in 2013. The Clubman is simply photographed against a hardwood floor in an old industrial building as light streams in from a glass roof, with minimal copy underneath. Fast-forward to the present day, and the effects of rapid technological change, geo-political uncertainty and the financial crash of 2008 have combined to fundamentally alter consumer behaviours. The brand is targeting the same audience that it did in 2001 – namely, affluent urban dwellers in their 20s and 30s who enjoy the fun, freedom and individuality that Mini offers – but the outlook of this audience has shifted considerably.
They're based in convenient locations including supermarkets, newsagents and train stations. Plus they're often open late and on Sundays.
Zuru’s strategy, Mowbray said, will be to continue to offer limited editions, and to maintain the right balance of product availability and scarcity that drives collectors to collect.
Another advantage for Mini Brands, Zahn said, is that they don’t take up a lot of space. “A lot of people are space challenged today,” he said, “They want to collect things – its human nature – but they don’t have anywhere to put them.” In the rush to embrace digital change, Mini is also keen to avoid losing touch with its rich British heritage. The original Mini, created in 1959 by car designer Sir Alec Issigonis for the British Motor Corporation, was a no-frills small car dedicated to making optimum use of space. The first version to go on sale even did so without in-car heating on standard models; customers had to request the installation of a heating unit if they wanted one. Toy industry experts Silver and Zahn both expect the Mini Brands popularity to continue through this year and beyond. This will provide the somewhat unusual spectacle of a piecemeal brand relaunch that reveals itself over time as each of the five models receives their new identity – a conscious decision by Mini as it looks to make consumers more aware of its different product lines.Zuru ‘s globally popular collectible toy line 5 Surprise Mini Brands is enjoying continued success in the United Kingdom & Ireland. Mini Brands was 2022’s No.6 item in the total market YTD, with Mini Brands Disney coming in at No.12 in October, as per NPD. In addition, Mini Brands has amassed over 5b views on TikTok. This success helped Zuru become the No.7 supplier in the UK YTD. Collect Action Cards throughout the game. Some cards help you, while others effect your playing partners.
Get in on the game that includes 4 Mini Brands Collectable Movers, miniature versions of some of the most popular food brands ever!
There are two bottles of Dove body wash in my home, and they are nearly identical. They have the same distinctive curved shape and flip lid, the same label, the same Unilever trademark. They differ in just one crucial way. One is 22cm tall and is designed to be used in my bath. The other measures 5.5cm – about the size of my little finger – and is a children’s toy. The key is constantly refreshing it,” Silver said. “Keeping it fresh to keep the consumer interested.” We have more digitalisation, so all of a sudden people can get more information about everything and are keen to know what’s behind the brand and the shiny surface,” says Marc Lengning, head of brand management at Mini. Though it is reinventing itself again, retaining its links to thepast will be crucial for Mini as it develops its new brand identity in the years ahead. Among other announcements made last month was a pledge by the brand to begin investing in startup accelerators around the world that aim to develop solutions for “urban living”. Yet as Mini expands its services and its role within society, it must also hang onto the qualities that have made it iconic for so long. Zuru in June released a “Gold Rush” edition of three dozen gold-toned rare minis. Previously it also released a toy minis line featuring miniature Crayola boxes, Frisbees, and other iconic toy brands.
We know the brand’s on fire, but we don’t want to just saturate the market,” she said. “We need to make sure we manage that very fine line around scarcity,” by placing special editions like the Gold Rush in select retailers for very limited time periods, she said. Things are going extremely well for Mini, so why is it is reinventing itself now? To explain this we have to look at a comparison between 2001 and 2015. Society has changed dramatically – consumption is less of a priority [now] and people are questioning more and more the purpose of everything and the benefits [of products], for ourselves and for society,” he explains. “People are more focused on ‘the essential’ and I believe that no other car brand is better positioned than Mini to meet this new focus on things that count.” New grown-up attitude Despite the strength of its brand, Mini is a relatively small company in sales terms. Schwarzenbauer announced last month that Miniis having its best ever year, selling more than 160,000 units inthe first half of 2015, yet this performance pales in comparisonto some of the world’s biggest car brands. Last year, Mini vehicle sales accounted for 14.3% of BMW Group’s total volume. Lots of space inside with minimum dimensions outside, seats for four passengers, impeccable driving characteristics, superior fuel economy, and a very affordable price – precisely this was the brief the creator of the Mini, automotive engineer and designer Alec Issigonis, received from BMC’s Top Management. The Mini Brands craze has taken TikTok by storm, with over 5b videos showcasing creative unboxing, trading and customisation of the collectible toys. More than 1.5m followers and over 30m likes make Mini Brands the most liked toy brand on the platform. Mini Brands has also partnered with several TikTok creators to host giveaways and challenges, further fuelling the excitement surrounding the toy line.In addition to the new toy releases, Mini Brands is launching Mini Fashion Series 2, which features miniature versions of popular clothing and accessories. This series allows collectors to add a fashionable touch to their Mini Brands collections and provides even more opportunities for creativity and self-expression. BMW’s Schwarzenbauer says that in addition to this design legacy, Mini’s brand principles are still guided by the minimising, practical instincts of Issigonis on the one hand, and the maximising, performance-driven approach of Cooper on the other. “The ethos is ‘maximise the experience – focus on the essential’,” he explains. Giant success: ‘I like how the boxes look real,’ says one young fan. Photograph: Saty + Pratha/The Observer And like the supermarket products it shrinks down, Zuru’s ongoing success with Mini Brands will depend on whether it can keep things from getting stale, Silver said. Micro play is both a play pattern for kids and a collectible for adults,” Zahn said. “It taps into that same mentality like when dollhouses were so popular. People would craft these intricate miniatures that would fit into those worlds.”
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