5 Surprise Mini Brands Electronic Mini Mart with 4 Mystery Mini Brands Playset by ZURU

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If I was a kid and I got this for Christmas I would be desperately disappointed,” a CNBC anchor said after a November, 2019 broadcast segment when he and a co-host opened Zuru’s Mini Brands toys on air, just before the line faced its first holiday season. All audio, visual and textual content on this site (including all names, characters, images, trademarks and logos) are protected by trademarks, copyrights and other Intellectual Property rights owned by ZURU™ or its subsidiaries, licensors, licensees, suppliers and accounts. It seemed like little miniatures of food items were being made, but no one had really been able to do it on a mass scale,” said Zuru CEO Anna Mowbray. Zuru won licensing deals early on with the biggest players in the supermarket space – Unilever, Kraft Heinz, McCormick spices, Hersey’s, and Mondelez.

The toys have become such a phenomenon that food brands that passed on the licensing request initially have since approached Zuru asking that their products be included in future editions of the toy. They're slightly larger than Magnums too (120ml vs 100ml), so you're getting even more for your money. The companies announced in May that they had amicably ended their dispute, with no restrictions on Zuru.

Kenner’s Easy Bake Oven had a licensing deal with Betty Crocker to include branded cake and cookie mixes with the toys, Zahn noted. Each full-size Magnum ice cream contains a whopping 20g of sugar, two thirds of the adult daily recommended maximum (30g).

Toy industry experts Silver and Zahn both expect the Mini Brands popularity to continue through this year and beyond. And like the supermarket products it shrinks down, Zuru’s ongoing success with Mini Brands will depend on whether it can keep things from getting stale, Silver said.

Our tasters were pleased with the appearance of these, but the texture didn't match up to others, with just over half finding it wasn't creamy enough for their liking. Mini Brands turned out to "have this incredibly emotive connection with people," said Zuru CEO Anna . Zuru’s decision to package the Mini Brands in round plastic balls, each containing five of the miniature figures, triggered legal action by toymaker MGA Entertainment in 2019.