Miniso has opened its first U.S. Miniso Land store at Easton Town Center in Columbus, Ohio, bringing its IP-driven retail concept to American shoppers. The store officially opened Oct. 17, marking the company’s latest expansion into immersive retail experiences.
Spanning approximately 15,000 square feet, the location is among Miniso’s largest U.S. stores. The space features dedicated zones for toys and collectibles, home essentials, beauty, food and beverages, and lifestyle products, alongside themed environments inspired by popular entertainment franchises.
The store offers more than 5,500 SKUs, with IP-based merchandise accounting for more than 60% of the assortment. Shoppers can explore more than 30 licensed and proprietary IP collections, including a Hello Kitty and Friends zone featuring more than 100 products and a Disney zone with over 130 products inspired by Stitch, Winnie the Pooh, Mickey Mouse, and Toy Story. Additional collections feature One Piece, Chiikawa, Snoopy, and Mofusand.
The location also highlights Miniso’s proprietary IP, Yoyo, with a dedicated entrance zone featuring exclusive merchandise, interactive displays, and a signature Yoyo sculpture. The store incorporates themed storefronts, character displays, and immersive visual elements designed to encourage exploration and interaction.
To celebrate the opening, Miniso hosted special promotions, mascot meet-and-greets, and other fan-focused activities.
Miniso Land debuted in Shanghai in 2024 and has since expanded to more than 100 locations across China and international markets. The large-format concept is part of the company’s “Super IP + Super Store” strategy, which combines licensed and proprietary IPs with themed retail environments.
The U.S. remains a key market for Miniso, which currently operates more than 400 stores nationwide. Miniso plans to continue expanding its U.S. footprint through larger stores and immersive retail experiences, building on its strategy of connecting consumers with entertainment properties through merchandise and in-store engagement.
