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The zeitgeist in 2001 was that we had just entered a new millennium and people were jumping into that with a lot of energy,” remembers Schwarzenbauer. “People were very willing to question conventions and the new Mini really hit right at the heart of that.” Mini plans to create separate identities for its five “superhero” models including colour schemes and aesthetic concepts The Mini Brands craze has taken TikTok by storm, with over 5b videos showcasing creative unboxing, trading and customisation of the collectible toys. Get ready to dash! Race around the market using one of the real Mini Brands collectable movers, gathering all the Mini Brands you can. Items that are not available in store will take 3-5 working days (excluding weekends and bank holidays) to be delivered to your nominated store. 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.
Collect Action Cards throughout the game. Some cards help you, while others effect your playing partners. Alongside this new brand strategy, Mini is diversifying its approach to customer engagement by embracing the emerging ‘sharing economy’. At the Clubman launch in Berlin, the company announced that from now on it will automatically offer new customers the option to enter their car into BMW Group’s car sharing service DriveNow. 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.
The key is constantly refreshing it,” Silver said. “Keeping it fresh to keep the consumer interested.” 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. 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. Toy industry experts Silver and Zahn both expect the Mini Brands popularity to continue through this year and beyond. The original in the premium segment of small cars has reached its 60th birthday – but it is even younger than ever. It was sixty years ago, to be precise on 26 August 1959, that British Motor Corporation proudly revealed the result of their development activities in creating a new, revolutionary compact car.
However, Lengning says the strategy is indicative of Mini’s new resolve to move with the times. The rapid growth of brands like Airbnb and Uber has destabilised many legacy businesses, but rather than row against the tide, Mini is seeking to compete on its own terms by encouraging more people to experience its brand. Mini has always been about new ideas, inspiration and a lot of passion, and these things are not going to change.” Zuru’s twist on the food miniatures idea was to make exact replicas of the supermarket brands, down to the nutritional information and the bar codes. 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. I can’t deny I’m entertained by my miniature groceries. I marvel as I compare the mini Dove to the real one. Yet as children’s toys, they are more concerning and you can’t help wondering where playtime ends and consuming begins.Unilever in a statement to CNBC in 2019 said it liked the idea because “Partnering with a toy brand allows consumer brands to access the household shopper through the most influential channel of all – their children.” 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. In all sectors, digitalisation changes things and you have two choices: you just ignore it, which in my opinion is not a good idea, or you start playing with it and really shape the future. That’s what we’re doing,” says Lengning. The Mini heritage
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