Mini Brands
Mini Brands are tiny versions of real brands you know and love. Peel open a 5 Surprise capsule to discover five mystery minis with real packaging details. Collect them, display them, and see what you get.
Where to Find Official Mini Brands
Find official ZURU 5 Surprise Mini Brands in stores and online at authorized retailers:
How Mini Brands Started
Mini Brands is made by ZURU and launched in 2019. Here's how the collection started.
The Team Behind the Minis
Created by ZURU
Mini Brands is made by ZURU, a global toy company founded in New Zealand by siblings Mat and Nick Mowbray, with Anna Mowbray later joining the business.
- Detailed Packaging: Real brand packaging, graphics, and tiny details.
- 5 Surprise Format: Five compartments give you five surprises to discover.
- Brand Partners: Mini Brands works with real brands to bring their products into miniature form.
How Mini Brands Started
Real Brands in Miniature
Mini Brands launched in 2019 with a simple idea: make tiny, realistic versions of favorite products you see in stores.
- Real Brands: Mini Brands works with real brands to create miniature versions of pantry favorites, toys, and snacks.
- Five Surprises: Each capsule opens into five compartments, giving you five surprises to open.
- Loved by Fans: Mini Brands are collected, displayed, traded, and shared by fans of all ages.
Tiny Details
Made for Collecting and Display
Mini Brands come in different sizes depending on the collection and item. Many work well in dollhouse scenes and with 12-inch fashion dolls.
- Display Friendly: They are small enough to collect, display, and trade.
- Fun Details: Select collections include working details like bags with real zippers, shoes with laces, or moving parts.
- Special Features: Special lines include miniature books with readable pages and mini vinyl records that play music on a companion turntable.
How Big Are Mini Brands?
Sizes vary by collection and item. Many are around 1 to 2 inches tall. See how a sample mini compares to everyday objects:
Explore Mini Brands Collections
From grocery favorites and toys to books and fashion, take a look at popular Mini Brands collections:
Core Grocery & Retro
Pantry favorites and vintage packaging from classic grocery brands like Campbell's, Heinz, Skippy, and Tabasco.
Toy Mini Brands
Mini versions of favorite toys, including Crayola crayons, Rubik's Cubes, and SpongeBob figures.
Foodie & Fast Food
Fast food favorites from Subway, Pizza Hut, Sonic Drive-In, and Cinnabon, plus KFC bucket sets with removable lids.
Disney Store & Parks
Miniature collectibles from Disney, Pixar, Marvel, and Star Wars, along with character figures.
Mini Books
Tiny versions of real books with readable pages. Look for favorites like Diary of a Wimpy Kid and Goosebumps.
Fashion & Sneakers
Tiny fashion accessories, including miniature handbags with working zippers and sneakers with real fabric laces.
Home & Kitchen Appliances
Miniature household appliances with moving parts, like KitchenAid stand mixers and Black+Decker tools.
Really Works Vinyl
Tiny vinyl records that actually play music on the Mini Brands Really Works Vinyl Player. Look for records from artists like Katy Perry, Kendrick Lamar, Fall Out Boy, and Chappell Roan.
Mini Brands Create
Create tiny paintings, plants, food, and other mini projects.
Playsets & Staging
Display sets built for your collection, including the Mini Mart store and display shelves.
5 Surprise Peel & Reveal Simulator
Click any numbered compartment below to peel open the wrapper and reveal five mystery minis!
Featured Mini Brands
Browse popular capsules, collector cases, and playsets:
Mini Brands Series 4 Capsule
Peel open five surprise compartments to find everyday pantry favorites from Campbell's, Pringles, Barilla, and more.
Series 3 Collector Kit + Case
Includes three mystery capsules plus a 30-slot carrying case to keep your collection organized and on display.
Series 2 Collector Display Case
A clear storage case with slots for 30 miniatures, plus four exclusive bonus grocery minis inside.
Foodie Series 2 Twin Pack
Two Foodie capsules with fast food items from Pizza Hut, Jack in the Box, and scented Cinnabon treats.
Foodie Series 1 Takeout Capsule
The first Foodie collection, featuring miniature takeout bags, cups, and menu items from Subway and Hardee's.
Toy Mini Brands Series 3 (2-Pack)
Two capsules filled with toy packaging favorites, from SpongeBob figures to Crayola crayon boxes.
Toy Series 2 Dual-Sided Case
A two-sided case that stores up to 30 toy minis, bundled with five exclusive bonus toys.
Toy Mini Brands Series 1 (2-Pack)
Two capsules from our first Toy series, featuring turning Rubik's cubes, Crayola boxes, and retro toy packages.
Disney Store Series 3 Tube
Miniature Disney Store toy packages from Disney, Pixar, Marvel, and Star Wars.
Disney Store Series 2 Capsule
A Disney 100 edition featuring miniature packages from classic animation, Pixar, and Marvel.
Fill the Fridge Refrigerator Bundle
A toy refrigerator with opening doors and shelves, bundled with three cold-storage mini capsules.
Create: Mini Masterpieces Art
Assemble and display famous miniature paintings like the Mona Lisa on tiny easels with snap-together frames.
Create: Botanical Garden DIY
Assemble tiny potted houseplants like monstera and orchids, complete with miniature pots and display trays.
Deluxe 24-Day Advent Calendar
Count down 24 days of holiday surprises with exclusive winter-themed minis behind each door.
Mini Convenience Store Playset
Build a miniature store setup with shelving, a checkout register, a drink cooler, and an exclusive mini.
Explore Mini Brands Categories
Browse dedicated pages for each line, including checklists and wave guides.
Mini Brands Series
Core grocery and pantry series from Series 1 through Series 5, plus vintage Retro Grocery collections.
Mini Brands Toys
Mini versions of favorite toys across Series 1, 2, and 3, featuring Crayola, Rubik's, and popular action figures.
Mini Brands Food
Fast food and takeout items from Foodie Series 1 and 2, along with the KFC collection.
Disney Store Editions
Miniature collectibles from Disney Animation, Pixar, Marvel, Star Wars, and Disney Parks.
Mini Brands Create
DIY craft kits including Mini Masterpieces, Botanical Garden plants, and food creations.
Playsets & Staging
Shelving units, store checkouts, and display cases made to store and show off your collection.
How to Spot Rare Mini Brands
Some collections include rare and special minis. Look for metallic, glow-in-the-dark, gold, and Frozen Moments versions, depending on the series.
Standard Minis
Core LineStandard packaging with matte or gloss finishes found across everyday collection waves.
Glow-in-the-Dark
Special FinishFinished with glow-in-the-dark pigment that shines after exposure to light.
Mirror Platinum
Special EditionA shiny chrome mirror finish featured on select items, like Disney 100 figures.
Gold Minis
Special FindA metallic gold coat featured on select items in certain collections.
Frozen Moments
Special FindAction sculpts made with clear resin that capture food mid-pour, like pasta coming out of a box.
Collector Tips
Helpful ways to organize and track your collection.
Collector Guides
Many Mini Brands collections include collector guides that help you keep track of the minis in that series.
Dollhouse Friendly
Many minis work well with 12-inch fashion dolls and dollhouse scenes, though sizes vary by item.
Display Cases
Use collector cases or display shelves to keep your favorite minis organized and on display.
Safety & Quality
We are committed to making fun toys that families can enjoy with confidence.
Toy Safety Standards
Mini Brands products are made to meet applicable toy safety requirements.
Toys, Not Food
Mini Brands look like real groceries and treats, but they are toy collectibles. They are not edible.
Age Guidelines
Because Mini Brands contain small parts, most products are recommended for ages 3 and up. Always check product packaging for specific age ratings.
Materials & Quality
Mini Brands are made with detailed materials and finishes designed for collecting and play.
Mini Brands in the News
Articles and reviews covering Mini Brands.
Reviewed tests the Mini Brands Fill the Fridge playset, looking at the tiny details and unboxing experience.
Read on Reviewed
Marketing Brew looks at the popularity of miniature products and how Mini Brands took off across social media.
Read on Marketing BrewThe New York Times covers 5 Surprise capsules and the rise of miniature grocery collectibles.
Read in The New York TimesFrequently Asked Questions
Find clear answers about Mini Brands collections, sizing, and safety.
Start Your Mini Brands Collection
Explore grocery favorites, toys, and special collections to see what you can find.