The global toy firm Zuru is bringing miniature versions of favourite households brand to the UK and Ireland in the form of 5 Surprise Mini Brands, a range that has already launched to much success in the US and Canada. Zuru has now partnered with the Gen Z marketing experts Fanbytes to devise a three-phased Tik Tok campaign throughout September, designed to catapult Mini Brands to UK success.
The five-part capsule that houses exact mini replicas of real shopping brands went viral during its launch in the US, amassing over 700 million views on TikTok, and on average, sold one capsule every three seconds. It is hoped that through its campaign partnership with Fanbytes, the brand can achieve similar success here in the UK.
Erika Sava, international marketing director, Zuru, said: “Mini Brands exploded into the US market last year and became an instant sell-out. It was the number one Googled toy in December and we’ve seen UK super-fans prepared to pay three-to-four times more for the capsules on some online sites.
“We’re experiencing a real appetite for the miniatures trend, and Mini Brands combines this with the appeal of surprise and collectability.
“We have shifted away from more traditional marketing for Mini Brands, which is a strategy that has worked and we’re looking to replicate in the UK. We work closely with the team at Playtime PR who facilitated the relationship with Fanbytes, ensuring that we collaborate with the very best partners and platform experts, and that any creative content dovetails with our existing Mini Brands strategy and marketing campaign.
“Fanbytes has a proven record of deliverables alongside the algorithms to demonstrate how best to meet our business and communication objectives for growing our UK TikTok presence.”
The campaign kicks off today (September 1) and will run until mid-October as it introduces TikTokkers to a TikTok first with the Mini Bytehouse, as well as a variety of challenges, pranks, and comedic-led content designed with the Gen Z audience in mind. It will launch with a miniature version of the ByteHouse.
Sava said: “We felt that a miniature version of the ByteHouse is a natural fit, especially after the American equivalent Hype House members Addison Rae and Avani Gregg became Mini Brands obsesses – which was completely organic. They featured the products on their TikTok channels which see a combined following of 82.7 million.
“We also saw vast amounts of unboxing, mini swap pranks, and craft project UGC that fans created and shared with the hashtag #MiniBrands which has gained over 393million views to date.”
Timothy Armoo, Fanbytes CEO, added: “Innovation is at the core of what we do. The Gen Z audience is ever-changing and you cannot win by standing still. When we launched the ByteHouse at the start of lockdown we were ripping the playbook taking individual influencers and building a Gen Z brand – with over 27m fans just on TikTok and over 35 million weekly views, that playbook is working and we’re currently the largest TikTok media owner in the UK.
“This Mini Bytehouse campaign is another great chapter in that innovation and I’m excited to start this with Zuru. They’ve already shown they are ahead of many in their field with their success in the US and with this innovative campaign which combines both the online and offline, we’re excited to partner up with them and help them dominate the UK landscape too.”
5 Surprise Mini Brands offer a surprise unboxing with dozens of miniatures and surprise shopping accessories to find. In addition to existing favourite products, brands exclusive to the UK and Ireland include Bird’s Eye Fish Fingers, Aunt Bessies Yorkshire Puddings, and Goodfellas Pizzas.
There are over 100 miniatures to collect, including rare Metallic and Glow in the Dark minis, plus Super Rare Gold minis. There is also a Collector’s Case available with four exclusive minis included and room for 30 in total.