MINISO Opens Its First UK “Blind Box” Store in Central London

Global lifestyle brand MINISO has made its mark in the UK with the grand opening of its first “Blind Box” store in central London. Located on Shaftesbury Avenue, the captivating shopping destination aims to bring the popular blind box trend to life in an immersive manner, delighting Londoners, tourists, and toy enthusiasts alike.

The new store, spanning 40m2, offers over 50 different blind boxes filled with mystery toys and collectibles. MINISO has collaborated with some of the world’s best-known IP owners, including Sanrio, Disney Pixar, Tokidoki, We Bare Bears, Minions, and Winnie the Pooh, to bring their co-branded blind box collections under one roof. Additionally, the store features a curated selection of MINISO’s popular original products, such as plush toys and accessories.

The grand opening of the store was a lively affair, with a party atmosphere and the rhythmic beats of a live drummer. Families and children joined in the celebration, capturing joyful moments with MINISO’s beloved mascot, PenPen. Customers had the opportunity to claim a goody bag worth over £25 with any purchase, making it a memorable inaugural day for the store.

Blind boxes have gained immense popularity, especially on platforms like TikTok, where mystery collectible characters packed in identical packages have become a favorite among swappable toy and collectible enthusiasts. The thrill of collecting is heightened by the inclusion of “secret” rare characters, making blind boxes perfect for swapping with family or friends.

MINISO’s Chief Operating Officer, Saad Usman, expressed his excitement about the brand’s first “Blind Box” store in the fashion hub of London. He believes that these products, seamlessly blending pop culture and trendy content, will create a devoted fan base, appealing to individuals of all ages. The opening of this store marks another milestone in MINISO’s global expansion strategy as it aims to become a leading global lifestyle super-brand.

MINISO currently operates nearly 5,800 stores worldwide, with over 20 stores in the UK, including locations in London, Belfast, Cambridge, Cardiff, Manchester, and more. The brand’s commitment to aesthetically pleasing design, quality, and affordability has contributed to its success and widespread recognition.

MINISO’s new “Blind Box” store in central London is set to offer an exciting shopping experience for those seeking mystery and collectibles, further solidifying the brand’s presence in the UK market.