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Zuru cooks up latest Mini Brands release with MasterChef

ZURU’s Mini Brands MasterChef hits the UK this month, marking the first licensed partnership within the company’s new ‘Create’ mini collectables.

Following a deal with Banijay, the new line comprises real miniature MasterChef creations including food items and accessories allowing collectors to create mini versions inspired by the TV show’s dishes.

The range includes 11 iconic MasterChef-inspired mini dishes such as Japanese Ramen, decadent Cherry Chocolate Cake, or the rare, scented Apple Pie for leveraging the chase and hunt scarcity appeal.

In addition, each 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.

“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 collectables category while creating a miniature collectables sub-category as part of the journey,” commented 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.

“Our licensing team has aligned to make every category mini and continues to leverage the company’s equity by partnering with some of the world’s biggest brands. MasterChef is one of the most globally recognised and popular shows and the Mini Brands pairing offers a replica creative experience as uncovered by the real-life food talents.”

With plans afoot for further ranges to be unveiled during the Q2 and Q3 periods, Zuru’s Mini Books and Mini Sneakers lines have been a sell-out since launching earlier this year.

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