1 September is the start of the new school year in China. Ahead of the term, MINISO is bringing magic to the season with a new Harry Potter collaboration, as well as pop-ups in four different cities across China: Shanghai, Shenzhen, Guangzhou and Tianjin. This comes just under a year after MINISO’s last Harry Potter collab.
The co-branded items are, as one might expect, Hogwarts-themed. These include plush broomsticks, potion blind boxes and Hogwarts Express bag charms. Character plushies, teddy bears in the four house uniforms, cards and keychains are also part of the collection.
The main event, of course, is the four pop-up spaces. MINISO is bringing an immersive shopping experience, reminiscent of shopping at Diagon Alley, to four shopping centres. There are also special offline-only perks. For example, the plush version of Harry’s Nimbus 2000 broom is available exclusively at the four offline locations.
Last week, MINISO released its quarterly financial report. Not only did its revenue grow 23.1% year-on-year (YoY) to 4.97 billion RMB (694.72 million USD), exceeding expectations, but its gross profit margin also rose to 44.3%. The company attributes the growth to its overseas expansion and optimisation of IP products, from collaborations like this one with Harry Potter to the development of its own IPs. With its TOP TOY brand, MINISO is doubling down in the designer toy market with its own IP products, entering the space now dominated by POP MART.
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