Nearly six dozen of Kraft Heinz’s most beloved and popular branded consumer products will be miniaturized and in demand like never before. The food and beverage company has teamed up with award-winning toy company ZURU, on the wildly popular and highly sought after 5 Surprise Mini Brands collectible craze.
Kraft Heinz favorites brands, including VELVEETA cheese, MIRACLE WHIP whipped cream and JET-PUFFED Marshmallows, will be among the 120-plus new brands found in 5 Surprise Mini Brands Series 2, arriving on shelves from mid-September. The No. 1 searched for toy on Google at Christmas 2019 and continually ranked among the Top 15 Toy Brands (NPD), ZURU’s 5 Surprise Mini Brands are realistic collectible miniatures of household brands in perfect detail from the packaging shape and labels, to the barcodes and ingredients.
“Miniatures, collectibles and surprises… ZURU has captured the magic ingredients and a proven track record when it comes feeding the frenzy for these mini shopping brands,” said Chris Urban, Vice President of Marketing, Kraft Heinz. “We couldn’t be more excited to see favorite, iconic Kraft Heinz products join the 5 Surprise Mini Brands craze.”
“Demand for 5 Surprise Mini Brands has been unwavering since the brand’s introduction last year, and we are confident the addition of Kraft Heinz to the portfolio only bolsters its appeal,” said Aneisha Vieira, Global Brand Director of ZURU. “Shoppers love that these brands and products are true to life; and that the exact miniature detail brings a quirky spin.”
With more than 670 million views on TikTok since the brand’s launch in 2019, ZURU 5 Surprise Mini Brands! phenom status is also a viral sensation. In a matter of weeks, ZURU’s latest #MAKEITMINI creative spot featuring Hammy the Hamster, has surpassed 70M impressions.
The thrill of ZURU 5 Surprise Mini Brands – unwrapping, peeling and the revealing of cool capsules with toys inside each one – continues with Series 2. Each capsule contains four surprise mini-brands like COUNTRY TIME Lemonade, OSCAR MAYER bacon, GREY POUPON mustard and more, and one surprise mini-shopping accessory such as a mini shopping trolley, mini shelf or mini shopping basket. Featuring stand-out new gold packaging, Series 2 includes more than ten super-rare brands in golden, glow-in-the-dark and shimmering rare minis. Perfect for kids 4-8, as well as adult collectors, ZURU 5 Surprise Mini Brands Series 2 will be available at an SRP of $6.99.
Feeding the demand, 5 Surprise Mini Brands Mini Mart landed on shelves earlier this summer, offering fans and collectors a one-stop-shop to store, collect and display their growing collection. Complete with shelves, a freezer section, shopping cart and cashier stand, plus four mystery minis, the Mini Mart playset also makes real shopping sound. (Ages 4 +, SRP $29.99.)