Lifestyle brand Miniso has unveiled an exclusive Harry Potter collection with over 500 products and a special pop-up in Hong Kong. The officially licensed by Warner Bros. Discovery Global Consumer Products include blind boxes, plushes, stationery, bags, accessories, and home goods.
“We are continually exploring new ways to bring our wonderful IP collaborations to life, and pop-ups like this allow us to bring more joy to the shopping experience, spreading our attitude that ‘Life is for Fun,'” says Robin Liu, Vice President and Chief Marketing Officer of Miniso. The company says pop-up experiences are a core part of its brand strategy.
The exclusive collaboration will be available globally; Miniso opened an exclusive pop-up in Langham Place Mall in Mongkok, Hong Kong, on floors four and 12, to run through the month of October. The 2,000-square-foot pop-up features immersive and interactive experiences for Harry Potter and Miniso fans alike. During China’s Golden Week holiday, from Oc1. 1 through Oct. 7, sales exceeded 5 million Hong Kong dollars ($641,025). Single-day sales reached 850,000 HK ($109,390).
The company’s Huaihai Road store in Shanghai will get a Harry Potter-inspired facade, while the Jakarta Central Park store in Indonesia will have a dedicated Harry Potter area. Miniso plans to sell the collection in France, the UK, and Malaysia. Stateside, the collection arrived Oct. 13. The store’s California’s Irvine Spectrum location dedicated half its store to the collection.
For more information about Miniso, visit miniso.com.
