ZURU COOKS UP MINI BRANDS MASTERCHEF
Following a deal with media and entertainment powerhouse Banijay, the new line comprises real miniature MasterChef creations including food items and accessories allowing collectors to create mini versions inspired by the TV show’s much-loved mouthwatering dishes. The range includes 11 iconic MasterChef-inspired mini dishes such as Japanese Ramen, decadent Cherry Chocolate Cake, or the rare, scented Apple Pie for leveraging the chase and hunt scarcity appeal. In addition, each Mini Brands MasterChef capsule includes intricately detailed accessories such as a UV LED Chef Hat, serving tongs, and serving ware, plus a recipe for the real dish to recreate in full size, further enhancing the licensed collaboration, and enriching the consumer experience.
In the wake of the global success of its Mini Brands launch five years ago, and creating what the company has coined ‘Mini Mania’, ZURU continues to dominate the miniature collectibles space with mini versions of some of the world’s most iconic Brands. With plans afoot for further ranges to be unveiled during the Q2 and Q3 periods, the company’s Mini Books and Mini Sneakers lines have been a sell-out since launching earlier this year. As the #1 most-liked collectible brand on TikTok, the Mini Brands channel has almost 46 million likes, and its latest Mini lines tap into the platform’s trending #Sneakerstok and #BookTok – now soon to be followed by #FoodTok.
The new Mini Brands MasterChef range has been designed to reflect the extraordinary cooking challenges witnessed throughout the show and will appeal to avid collectors across all demographics and interests, including older children, kidults, foodies, and TV memorabilia.
‘When the business launched Mini Brands back in 2019, we knew we were on to a hit and it has always been our long-term strategy to drive and support the collectibles category while creating a miniature collectibles sub-category as part of the journey’, says Aneisha Vieira, Global Brand Director ‘Mini Mania is real, and we have an incredible fan base of ‘Miniacs’ with a desire to see everything made mini! Our licensing team has aligned to make every category mini and continues to leverage the company’s equity by partnering with some of the world’s biggest brands. MasterChef is one of the most globally-recognised and popular shows and the Mini Brands pairing offers a replica creative experience as uncovered by the real-life food talents.’
MasterChef is the world’s most successful cookery television format (Guinness World Records) and in 2023 K7 crowned it the Spin-Off Superstar, with its eighth spin-off, MasterChef: Dessert Masters, launching in Australia last year. Commissioned across 70 markets, the life-changing show has broadcast more than 14,000 episodes to-date and recently aired its milestone 650th season globally since its reboot in 2005. Created by Franc Roddam and first launched in 1990, the show is a super brand known and enjoyed around the world.
