Global lifestyle brand, MINISO, is set to open its first UK “Blind Box” store on Shaftesbury Avenue, London, on Friday, 29th September. The new store will bring the growing blind box trend – an exciting way to buy mystery toys and collectibles – to life in an immersive new way, with over 50 different blind boxes for shoppers to choose from.
For toy enthusiasts, Londoners, and tourists alike, the inaugural store represents an exciting new shopping experience that brings MINISO’s signature sense of fun to the heart of central London.
The new 40m2 store is MINISO’s first in central London and will bring MINISO’s co-branded blind box collections with some of the world’s best-known IP owners altogether under one roof. Shoppers will discover blind boxes from the Sanrio characters, Disney Pixar, Tokidoki, We Bare Bears, Minions, Winnie the Pooh, and more collections. The store will also sell a curated edit of MINISO’s popular original products, including plush toys and accessories.
The new store’s grand opening promises to be an unforgettable occasion. To launch the store, a range of joyful activities are planned to take place, including a Meet and Greet with MINISO’s mascot PenPen, a live drummer performance, and goody bags worth over £25.
Blind boxes, a favourite on TikTok which sees mystery collectible characters packed in identical packages, have taken the world of swappable toys and collectibles by storm. Perfect for swapping with family or friends, they often include a “secret” rare character, further adding to the thrill of collecting.
“Our first blind box store marks a major milestone for MINISO,” said Saad Usman, Chief Operating Officer of MINISO UK. “The unknown element of blind boxes adds mystery and excitement to the shopping experience and we’re delighted to be bringing this special store to London. Blind boxes are now a major part of our global strategy, and this new store marks the latest development as we move forward with our global expansion.”
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