This surge is largely driven by the increasing enthusiasm among collectors of all ages and the rising trend of nostalgia-based products.
At the forefront of this booming market is Zuru, an innovator in the toy industry, renowned for its 5 Surprise and Mini Brands collections. These miniature replicas which contain just about everything have captivated consumers worldwide, offering a unique unboxing experience that combines the thrill of surprise with the joy of collecting.
"The growth of the collectibles market is a testament to the universal appeal of miniature replicas and the joy they bring to both children and adults," says Glenn Ambrose, country manager for Zuru in South Africa.
"At Zuru, we are dedicated to delivering innovative and high-quality products that resonate with our consumers' sense of nostalgia and love for collecting."
“The diverse variants of 5 Surprise and Mini Brands ranges encompass several exciting series, each offering a distinct collection of miniatures,” he explains. “From the Mini Brands Netflix Capsule to the 5 Surprise Mega Gross Minis, NBA Ballers and Fashion Fairies, there’s something for everyone.”
“The Mini Brands collectibles feature the excitement of unwrapping mystery capsules to reveal trendy collectibles including the Netflix Minis which include minis from popular favourite shows and even an ultra-rare gold and scented minis with smells from the shows,” he adds.
“The latest 5 Surprise capsules are packed with surprises and accessories and offer collectors fresh and delightful surprises.”
Ambrose explains that the allure of capsules and collectibles are driven by several compelling reasons:
• Nostalgia: These miniatures evoke cherished memories by replicating well-known brands, enabling adults to relive their childhood while introducing iconic products to younger generations.
• Unboxing experience: The element of surprise in each capsule creates an engaging and shareable unboxing experience, fueling social media trends and community discussions.
• Collectability: With various series and rare editions, collectors are motivated to complete their sets, fostering a dedicated and enthusiastic fan base.
“Zuru's dominance in the collectibles market can be attributed to its commitment to innovation, quality, and understanding consumer desires,” he adds. “By continuously expanding the product lines, introducing new themes and increasing licensing agreements, Zuru keeps the excitement alive for collectors.”
Zuru's 5 Surprise and Mini Brands are available at leading toy retailers nationwide.
Dentsu 24 Apr 2025
