GUANGZHOU, China, Dec. 27,
2023 /PRNewswire/ -- The blind box economy has gained
popularity among young consumers in recent years. With their
surprise elements, innovative designs, and collectible nature,
blind boxes have become a sought-after trend. Global lifestyle
brand MINISO, known for its popular blind box IPs like Disney
and Sanrio, is hosting a global creative party to elevate the blind
box experience.
Throughout December and January, MINISO is bringing countless
surprises to shoppers around the world with its amazing Blind Box
Carnival. The festival of fun has shared the thrill of unboxing
hidden delights with hundreds of thousands of shoppers in the
world, spreading MINISO's 'Joy Philosophy' in a global campaign
inspiring wonderful memories and offering the chance to win
incredible prizes.
MINISO kicked off the Carnival on December 16th in China with the opening of a new pink flagship
store in Hangzhou. The new store
offers a vast collection of blind boxes and features a design
inspired by the experience of tearing open a blind box, as well as
a special Zanmang Loopy IP zone. At the nearby West Lake, a giant
3D interactive screen installation captured the imaginations of
shoppers as they passed by.
The installation featured popular IP characters from Zanmang
Loopy, Sanrio and Disney "unboxing happiness" in an extraordinary
audiovisual treat, drawing attention to the tremendous range of IP
blind boxes in the new store. The festival atmosphere and exciting
campaigns attracted huge numbers, with a new opening day record for
the store. Blind box sales were the biggest contributor to sales on
the day, with sales of the product also increasing 156.6%.
The Blind Box Carnival also touched down in the US, where the
campaign coincided with the holiday season for an unforgettably
festive celebration in New York.
Traveling around the city, MINISO's Blind Box Car delivered
showstopping surprises with dancing Santas and sacks full of blind
boxes.
Throughout the day, MINISO gave out more than 3,000 blind boxes
in New York, including popular
Disney and Sanrio collections. Blind box category sales for the
week in the Times Square, SOHO, and Tangram stores increased 64%,
with over 170 million impressions on social media.
Meanwhile, in Indonesia, the
Blind Box Carnival goes on! On December
21st, MINISO opened its first dedicated blind box
store in the country at the Kota Kasablanka mall, Jakarta.
From December 23rd to
31st, there are ten golden blind boxes worth a total of
100M IDR to be won, as well as many
other joyful prizes.
The Blind Box Carnival has also seen joyful activities taking
place in the UAE, where an unboxing event saw shoppers at the
Dubai Hills Mall
experience the delight of blind boxes together, while events will
also soon be held in Canada and
Vietnam.
"The Blind Box Carnival is the perfect celebration of MINISO's
belief that life is for fun," said Robin
Liu, Vice President and Chief Marketing Officer of MINISO
Group. "We are grateful to all the shoppers who have engaged with
the campaign so far and helped to spread the joy of blind box
shopping. While blind boxes is still an emerging category in many
overseas markets, we have seen great enthusiasm and strong sales in
the markets where we have introduced them. We have great confidence
in this strategic category and look forward to bringing blind boxes
to even wider audiences in the coming year."
Blind boxes have become a key strategic sales category for
MINISO as Gen-Z audiences express demand for greater
personalization and diversification. In total, MINISO sold more
than 20 million blind boxes globally in 2023. According to a report
by Frost & Sullivan, the global pop toy market has grown
rapidly in the past five years, with the total market size expected
to reach US$44.8bn in 2024, with a
CAGR of 17.7% from 2019-2024. As a leader in "interest-driven consumption", MINISO is
increasing its brand value by continuing to meet new market demands
and trends. In the coming year, MINISO plans to continue the
evolution of its blind box offering through its collaborations with
many of the world's best-know IP owners, while encouraging even
more shoppers to #UnboxMagicalMoments together.
About MINISO
MINISO Group is a global lifestyle brand offering a variety of
design-led lifestyle products. The Company serves consumers
primarily through its large network of MINISO stores, and promotes
a relaxing, treasure-hunting and engaging shopping experience full
of delightful surprises that appeals to all demographics.
Aesthetically pleasing design, quality and affordability are at the
core of every product in MINISO's wide product portfolio, and the
Company continually and frequently rolls out products with these
qualities. Since the opening of its first store
in China in 2013, the Company has built its flagship
brand "MINISO" as a globally recognized retail brand and
established a massive store network worldwide.
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SOURCE MINISO