Micro Toy Box | Source: Super Impulse/The Toy Book

Following the popularity and success of its World’s Smallest, World’s Coolest, and Wacky Packages Minis lines, Super Impulse is cracking open a new toy box: Micro Toy Box.

The new line of micro collectibles was previewed in February during what would’ve been Toy Fair New York and has officially launched this month at Target. The line includes miniature collectibles that are based on cross-generational, classic toys all officially licensed by Hasbro, Mattel, Spin Master, and more. Wave one includes 50 miniatures — including six rare and two scarce — based on famous brands, including Hot Wheels, Barbie, NERF, Transformers, Rubik’s, and more.


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Related: Talkin’ Toys: Super Impulse’s Alan Dorfman Says Big Things are in Store for Mini-toys

Micro Toy Box collectibles come in blind boxes that include five miniature toys, one miniature sticker, and a checklist. Once unwrapped, the package becomes a stackable storage toy box that kids and collectors can use to stash and display their collections.

Designed for kids ages 8 and up, Micro Toy Box collectibles can be found at Amazon, Big Lots, Meijer, and Target this holiday season.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.