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In the vibrant world of retail, Miniso has carved out a unique niche through its exceptional IP (Intellectual Property) collaborations. What began as a small Chinese retail brand in 2013 has evolved into a global phenomenon, partnering with over 150 of the world’s most beloved characters and franchises. From Disney’s Mickey Mouse to Harry Potter’s Hogwarts, Miniso has transformed everyday products into collectible items that resonate with fans of all ages.
This comprehensive guide will take you on a journey through Miniso’s impressive IP universe, exploring its most popular collaborations, product offerings, shopping experiences, and what makes this retail model so successful. Whether you’re a die-hard fan of a specific franchise or simply curious about the intersection of pop culture and retail, this guide has everything you need to know about Miniso’s IP collaborations.
The Miniso IP Revolution
Miniso’s approach to IP collaborations represents a paradigm shift in the retail industry. Instead of merely selling products with character licenses, Miniso has created an ecosystem where IPs are integrated into every aspect of the shopping experience. This strategy, often referred to as “Super IP + Super Scenario,” has proven to be incredibly successful, with IP products accounting for over 80% of Miniso’s sales in flagship locations like Shanghai’s Miniso Land.
The “Interest Consumption” Concept
At the heart of Miniso’s IP strategy is the concept of “兴趣消费” (xìngqù xiāofèi) or “interest consumption.” This approach focuses on creating products that align with consumers’ passions and hobbies, transforming ordinary shopping into an emotional experience. By partnering with IPs that have strong emotional connections with consumers, Miniso has tapped into a powerful market force that transcends traditional retail boundaries.
Global Reach, Local Appeal
Miniso’s IP collaborations have played a crucial role in the brand’s global expansion. With stores in 112 countries and regions, Miniso carefully selects IP partnerships that resonate with local audiences while maintaining global appeal. This balance has allowed Miniso to successfully enter diverse markets, from North America and Europe to Asia and beyond.
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Miniso’s Disney collection brings beloved characters like Mickey Mouse to everyday products
Exploring Miniso’s Iconic IP Collaborations
Miniso’s IP portfolio is a veritable who’s who of pop culture royalty. Let’s dive into some of the brand’s most popular and enduring collaborations.
Disney: The Magic of Classic Characters
Miniso’s partnership with Disney is one of its most extensive and successful collaborations. Featuring timeless characters like Mickey Mouse, Minnie Mouse, Donald Duck, and Goofy, the Disney collection spans a wide range of product categories:
- Home Goods: From Mickey-shaped storage solutions to Disney-themed kitchenware, these products add a touch of magic to everyday life
- Electronics: Phone cases, wireless speakers, and power banks featuring Disney characters combine functionality with nostalgia
- Fashion Accessories: Bags, hats, and jewelry inspired by Disney’s most beloved characters
- Beauty Products: Makeup and skincare items featuring Disney princesses and other fan favorites
What sets Miniso’s Disney collection apart is its ability to appeal to both children and adults. While younger fans are drawn to the colorful, playful designs, adults appreciate the subtle, sophisticated interpretations of classic characters.
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The Disney Minnie Mouse portable speaker combines cuteness with functionality
Sanrio: The World of Cute Characters
Miniso’s collaboration with Sanrio has been a match made in heaven, bringing characters like Hello Kitty, My Melody, Cinnamoroll, and Kuromi to life in a variety of products:
- Plush Toys: Soft, huggable versions of Sanrio’s most popular characters
- Stationery: Notebooks, pens, and planners featuring adorable Sanrio designs
- Home Decor: Cushions, blankets, and decorative items that add a touch of kawaii to any space
- Accessories: Hair clips, keychains, and bags adorned with Sanrio characters
Sanrio’s characters have a universal appeal that transcends age and cultural boundaries, making them perfect for Miniso’s global audience. The collaboration has been so successful that Miniso has opened dedicated Sanrio-themed stores in several locations.
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Sanrio Characters blind boxes offer a fun surprise for collectors and fans
Pokémon: Gotta Catch ‘Em All
Miniso’s Pokémon collection has been a massive hit with fans of all ages, featuring beloved characters like Pikachu, Charmander, Squirtle, and Eevee:
- Figurines and Models: Detailed statues and action figures of popular Pokémon
- Everyday Items: From mugs and bowls to towels and slippers, Pokémon characters add a playful touch to daily life
- Accessories: Keychains, phone cases, and bags featuring fan-favorite Pokémon
- Toys and Games: Puzzles, board games, and other interactive products
The Pokémon collaboration has been so successful that Miniso has released multiple series of products, each featuring different characters and themes. The collection has also spawned special events and promotions, including Pokémon-themed photo booths and limited-edition releases.
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The Pokémon Pikachu keychain is a popular accessory for fans on the go
Harry Potter: Magic in Every Product
Miniso’s Harry Potter collection allows fans to bring a touch of Hogwarts magic into their everyday lives. The collection features products inspired by the four Hogwarts houses (Gryffindor, Slytherin, Ravenclaw, and Hufflepuff) as well as iconic characters and symbols from the wizarding world:
- Apparel: Robes, scarves, and hats representing the different Hogwarts houses
- Home Goods: Mugs, cushions, and decorative items featuring the Hogwarts crest and other magical symbols
- Accessories: Wand replicas, House-themed bags, and jewelry
- Beauty Products: Perfumes and toiletries inspired by potions and magical creatures
The Harry Potter collection has been particularly popular in Miniso’s international stores, where it has helped introduce the brand to new audiences. The attention to detail in these products, from the House colors to the intricate designs, has earned Miniso praise from Harry Potter fans worldwide.
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Pokémon character figurines are popular collectibles for fans of all ages
Miniso’s Original IP Creations
While Miniso’s collaborations with established IPs have been incredibly successful, the brand has also made a name for itself with original character creations. These homegrown IPs have resonated with audiences both in China and abroad, demonstrating Miniso’s ability to create compelling characters from scratch.
WAKUKU: The Rise of “Fox and Rabbit”
One of Miniso’s most successful original IPs is WAKUKU, featuring the adorable “狐狐兔兔” (Fox and Rabbit) characters. Launched in 2023, WAKUKU quickly gained popularity through its cute character designs and “发疯文学” 表情包 that struck a chord with young consumers.
The WAKUKU collection includes:
- Plush Toys: Soft, cuddly versions of Fox and Rabbit
- Stationery: Notebooks, pens, and stickers featuring the characters
- Home Goods: Cushions, blankets, and other decorative items
- Accessories: Keychains, phone cases, and bags
What makes WAKUKU so special is its ability to tap into the emotional needs of young consumers. The characters’ playful interactions and relatable expressions have made them a hit on social media, with fans sharing WAKUKU content and merchandise across platforms.
Yoyo: Miniso’s First Global Original IP
Yoyo represents Miniso’s first attempt at creating an original IP with global appeal. Designed to be cute, relatable, and versatile, Yoyo has been incorporated into a wide range of products, from stationery and toys to fashion accessories and home goods.
Miniso has big plans for Yoyo, with CEO Ye Guofu stating that the character will be rolled out to international markets in the coming years. This marks an important milestone for Miniso, as it transitions from a licensee of established IPs to a creator of original content.
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The WAKUKU blind box collection features the popular “Fox and Rabbit” characters
The Miniso IP Shopping Experience
Miniso has reimagined the shopping experience through its innovative IP retail concepts. From immersive flagship stores to themed pop-ups, Miniso has created spaces that are as much about entertainment as they are about shopping.
Miniso Land: Where IPs Come to Life
Miniso Land represents the pinnacle of Miniso’s IP retail strategy. These flagship stores, measuring up to 2,000 square meters, offer an immersive shopping experience that brings IPs to life through elaborate displays, interactive elements, and exclusive merchandise.
The first Miniso Land opened in Shanghai in 2024 and quickly became a sensation, generating 100 million yuan ($14 million) in revenue within nine months. The store’s success has led to Miniso Land locations opening in other major cities, including Beijing, Guangzhou, and Chongqing.
What sets Miniso Land apart is its “超级 IP + 超级场景” (Super IP + Super Scenario) concept. Each store is divided into themed zones dedicated to different IPs, allowing customers to fully immerse themselves in their favorite worlds. From a Harry Potter-themed fireplace area to a life-sized Pokémon display, Miniso Land offers something for every fan.
IP Themed Stores and Pop-Ups
In addition to Miniso Land, the brand has also opened a variety of IP-themed stores and pop-ups around the world. These specialized locations offer a more focused shopping experience, often featuring exclusive products and limited-edition releases.
Examples of Miniso’s themed stores include:
- Barbie Pink Store: A Malaysia-based store inspired by Miniso’s Barbie collaboration
- Sanrio Character Store: Locations dedicated exclusively to Sanrio characters
- Harry Potter Pop-Up: Temporary stores featuring limited-edition Harry Potter merchandise
- Pokémon Center Pop-Up: Special events celebrating new Pokémon releases
These themed stores have proven to be incredibly popular, often drawing long lines and generating significant buzz on social media. They also serve as a testing ground for new IP collaborations, allowing Miniso to gauge consumer interest before rolling out products to its wider network.
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The Sanrio My Melody blind box collection offers adorable surprises for fans
Shopping for Miniso IP Products: A Guide for International Visitors
For international visitors looking to experience Miniso’s IP offerings, here’s everything you need to know:
Finding Miniso Stores
Miniso has over 7,000 stores worldwide, making it easy to find a location no matter where you’re traveling. The brand’s flagship IP stores, including Miniso Land locations, are typically found in major shopping districts and tourist areas.
To find the nearest Miniso store, you can:
- Use the Miniso app or website to search for locations
- Check popular shopping apps like Google Maps or Apple Maps
- Ask at your hotel or tourist information center
Payment Options
Miniso accepts a variety of payment methods, including:
- Cash (local currency)
- Credit and debit cards (Visa, Mastercard, UnionPay)
- Mobile payment apps (Alipay, WeChat Pay in China; Apple Pay, Google Pay internationally)
Language Considerations
While Miniso stores in major tourist areas often have staff who speak English, it’s helpful to have a translation app or basic phrases in the local language. Many Miniso products also have English labels, making it easy to understand what you’re buying.
Limited-Edition and Exclusive Products
One of the most exciting aspects of shopping for Miniso IP products is the opportunity to find limited-edition and exclusive items. These products are often only available in specific locations or for a limited time, making them highly sought after by collectors.
To stay informed about new releases and exclusive products, you can:
- Follow Miniso’s social media accounts
- Sign up for the Miniso newsletter
- Check the Miniso app for special offers
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Pokémon Pikachu figurines are a popular choice for collectors and casual fans alike
The Future of Miniso IP Collaborations
As Miniso continues to grow and expand, the brand has ambitious plans for its IP strategy. Here’s what we can expect to see in the coming years:
Expanding Original IP Development
Miniso is doubling down on original IP development, establishing a new incubation hub and signing nine artists to create original characters. The brand’s goal is to create the next generation of global characters, following in the footsteps of successes like WAKUKU and Yoyo.
Bringing Chinese IPs to the World
As part of its “Chinese Culture Innovation Global Development Plan,” Miniso has announced plans to help 100 Chinese IPs expand globally over the next 10 years. This initiative reflects the brand’s commitment to promoting Chinese culture and creativity around the world.
New Technology and Immersive Experiences
Miniso is exploring new technologies to enhance the IP shopping experience, including augmented reality (AR) and virtual reality (VR). These technologies will allow customers to interact with their favorite characters in new and exciting ways, blurring the line between the physical and digital worlds.
Sustainable IP Products
As consumers become more environmentally conscious, Miniso is committed to creating sustainable IP products. The brand is exploring eco-friendly materials and production methods, ensuring that its IP collaborations are not only fun and collectible but also responsible.
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Miniso’s blind box collections offer a fun and exciting shopping experience
Final Thoughts
Miniso’s IP collaborations represent a new era in retail, where characters and stories take center stage. By partnering with some of the world’s most beloved IPs and creating compelling original characters, Miniso has transformed ordinary shopping into an emotional experience that resonates with consumers of all ages.
Whether you’re a fan of Disney’s classic characters, Pokémon’s adorable creatures, Harry Potter’s magical world, or Sanrio’s cute creations, Miniso offers a treasure trove of products that allow you to bring your favorite characters into your everyday life. And with the brand’s continued investment in original IP development and immersive shopping experiences, the future of Miniso’s IP universe looks brighter than ever.
So the next time you’re looking for a special gift, a collectible item, or just a little bit of magic in your everyday life, be sure to check out Miniso’s impressive IP collection. With new collaborations and original characters being added all the time, there’s always something new and exciting to discover in the world of Miniso IP.
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