Tiny Treasures, Big Business: The Rise of Mini Brands Collectables

From Polly Pocket reboots to pint-sized fast-food replicas, miniature collectables have become one of the strongest drivers of the global toy industry. Their charm lies in a blend of childhood nostalgia and affordable collectability, offering something exciting for kids while giving adults a chance to reconnect with their past.

“Miniatures tap into this universal sense of nostalgia,” says Christiane Schwarz, Senior Marketing Executive at ZURU. “They remind adults of the toys they grew up with, while giving kids a sense of owning a piece of pop culture. Our capsule lines have proven popular precisely because they make nostalgia affordable, not exclusive.”

With over a billion Mini Brands capsules sold worldwide, the numbers reveal just how powerful the miniature market has become.

From Scepticism to Playtime Staple

Blind-box toys once faced backlash from parents, who compared the format to gambling. But attitudes have shifted. Parents now see blind-box toys as affordable, screen-free fun, thanks to transparent rarity charts, budget-friendly prices, and repeat-play value.

“Parents are realising blind-box toys aren’t about risk; they’re about fun, surprise, and collectability,” Schwarz explains. Families increasingly view them as easy ways to add excitement without overspending.

TikTok Turns Small Into Viral

The rise of mini collectables is inseparable from social media culture. On TikTok, unboxing and “mini haul” videos rack up billions of views. In South Africa, trends like capsule reveals, fridge restocks, and swaps dominate timelines, transforming play into performance.

ZURU’s Fill the Fridge playset is a perfect example, combining miniature branded groceries with the viral “restock” aesthetic. In just one month, Fill the Fridge content notched over 200 million TikTok and Instagram views.

“Miniatures were made for the TikTok era,” notes Schwarz. “They’re small, shareable, and instantly entertaining. In South Africa, we’ve seen kids posting 5 Surprise reveals and Rainbocorns surprises as ways of connecting with peers as much as with the toys.”

Why Mini Collectibles Are Here to Stay

The success of Mini Brands rests on three pillars:

• Nostalgia – connecting parents and kids through familiar icons
• Affordability – accessible fun compared to luxury collectibles
• Virality – social media amplification that keeps the craze alive

What began as a quirky novelty has become a global toy category worth billions. For South Africa, the craze shows no sign of slowing, cementing the role of mini treasures as big players in the future of play.