Mini Brands Really Works Vinyl represents “major step forward for the brand”, says Zuru

Zuru is bolstering its Mini Brands range with the arrival of the Mini Brands Really Works Vinyl.

The range marks Mini Brands’ entry into licensed music following over two years of development. The line features mini vinyl records that actually play music, with decades of tunes available to play.

Launching at retail from mid-May, the range comprises two SKUs. The Capsule SKU delivers a blind unboxing experience, with five items per capsule, including four surprise mini vinyl records and one accessory. In total, there are 45 mini vinyls to collect, alongside standard accessories and rare chase items. Each mini vinyl features an audio clip from a track as part of a fully playable system.

The Playset SKU features a working, rechargeable mini record player and includes ‘APT.’ as an exclusive vinyl.

“Mini Brands Really Works Vinyl represents a major step forward for the brand,” said Will Collinson, General Manager of Zuru UK & Europe.

“For the first time, we’re not just replicating real-world products in miniature, we’re recreating the experience. The fact that these mini vinyl records play music from globally recognised artists is what truly sets this range apart. We’ve combined everything consumers love about Mini Brands – surprise, collectability and detail – with chart-topping music IP and real functionality.

“The resurgence of vinyl culture, combined with demand for interactive, display-led collectibles, presents a strong opportunity at retail. This is a product that doesn’t just sit on shelf, it creates a moment.”

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