Miniso Opens First 'Blind Box' Toy Store in London
Chinese lifestyle brand Miniso opened its first U.K. "Blind Box" store in London on Sept. 29.
Spanning 430 square feet (or 40 square meters), the quaint, brightly colored store is Miniso’s first in central London.
The store was inspired by the blind box trend of offering unknown toys in concealed boxes at the time of purchase. Fifty different blind boxes filled with mystery toys and collectibles are available at the new store, including Miniso’s co-branded blind box collections and others from well-known brands such as Sanrio, Disney Pixar, Tokidoki, We Bare Bears, Minions and Winnie the Pooh.
In addition, the store also sells a curated assortment of Miniso's original products, including plush toys and accessories.
Miniso says the location “promises to ignite a blind box frenzy, infusing Miniso’s signature atmosphere of joy into the heart of central London,” per a media release.
During the grand opening event on Sept. 29, a live drummer and Miniso’s mascot, PenPen, were on-site to draw Londoners and tourists to the store and create a fun environment for families and children. Customers also had the opportunity to claim a goody bag worth more than 25 pounds with any purchase for the day.
Blind boxes, which have become somewhat of a TikTok sensation, see mystery collectible characters (and sometimes rare finds) packed in identical packages and sometimes swapped with friends.
“Blind boxes are perfect products that seamlessly blend pop culture and trendy content,” Saad Usman, chief operating officer of Miniso U.K. said in the release. “We are confident that these items will create a devoted fan base, and individuals of all ages will discover something truly special in our 'Blind Box' store. Blind boxes have become an integral part of our global strategy, and this new store represents Miniso’s latest milestone as we continue our U.K. expansion."
The opening of Miniso’s first dedicated "Blind Box" store in the U.K. is the latest development in the brand's ongoing global expansion strategy. In total, the brand has nearly 5,800 stores around the world, of which more than 20 are located in the U.K., including London, Belfast, Cambridge, Cardiff and Manchester.