ZURU cooks up a deal with Masterchef

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The deal, cooked up with Zuru and entertainment powerhouse Banijay this new line contains real miniature MasterChef creations including food items and accessories so collectors to create mini versions inspired by the TV show’s much-loved dishes.

There are  11 iconic MasterChef-inspired mini dishes such as Japanese Ramen, Cherry Chocolate Cake, or the rare, scented Apple Pie to help drive the excitement of collecting. Every 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 – We’re loving it all.

So, Mini Mania continues and, as the No. 1 most-liked collectible brand on TikTok, the Mini Brands channel has almost 46m likes, and its latest Mini lines tap into the platform’s trending #Sneakerstok and #BookTok – now soon to be followed by #FoodTok.

The new line should appeal to all demographics – older children, kidults, foodies and fans of 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,” said 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.