Miniverse: This hyped toy also inspires adults
5.3.2024
Translation: machine translated
With Miniverse, you can create dishes and drinks in miniature format yourself. Adults also show on Instagram or Tiktok how they unpack the plastic balls and get started.
Realistic ingredients, kitchen accessories, desserts - and all in miniature format: the Miniverse toy from MGA is currently experiencing a hype on the internet. You first prepare the dishes according to your own ideas and then place them under UV light until the resin has hardened.
On video platforms such as Instagram and Tiktok, fans of Miniverse show how much fun they have unpacking the little plastic balls and creating the dishes they contain. All you have to do is search for the hashtag Miniverse and you will find various videos in which the small portions are prepared, decorated and then stored in the kitchen worlds also available from Miniverse. There are even accounts such as "Lilycollects_Ig", which are almost exclusively dedicated to the Miniverse experience.
Toys for adults
As the Marketing magazine Ad Age writes, MGA recognised the trend for cute little toys a good year ago and presented the Miniverse worlds in the summer of 2023. The target group is not just children, but also so-called kidults - adults who like to play with toys. The manufacturer naturally benefits from the fact that they film their new hobby and upload it to platforms such as Tiktok - free marketing, so to speak. And this target group is also interesting as it has its own income.
Miniverse has already received awards
In its first year of release, the Miniverse toy already won four awards from the US market research institute Circana as the "Best-selling toy" in the "Exploratory and other toys" category in the USA, Europe, Mexico and Canada.
Miniverse has already won four awards in its first year of release.
Sales figures on the rise
And we are also noticing the hype at Galaxus: my colleague from merchandise management reported that sales figures for Miniverse are rising steadily. And that's despite the fact that our range of the brand is still quite limited:
Have you ever heard of Miniverse? And how do you like it? Let us know in the comments.
Header image: Miniverse
A true local journalist with a secret soft spot for German pop music. Mum of two boys, a dog and about 400 toy cars in all shapes and colours. I always enjoy travelling, reading and go to concerts, too.