#Italy #Milan #MINISO #Collectible Toys

MINISO Launches First Collectible Toy Store in Milan

On December 6, MINISO officially inaugurated its first collectible toy store in Italy, located on Milan's famed shopping street, Corso Buenos Aires. This marks a significant move for the brand, positioning it as a unique destination in Milan where customers can explore a diverse range of collectible toys from around the globe.

The store is strategically located in an area that attracts both locals and tourists, benefiting from high foot traffic and a vibrant atmosphere. Shoppers will find over 200 carefully selected products inside, featuring a variety of collectible items like vinyl plush boxes and themed toys. This selection includes popular franchises such as Disney’s Toy Story and Stitch, Sanrio characters, Care Bears, and One Piece, catering to a wide audience of toy enthusiasts.

One of the standout features of the launch is the introduction of MINISO's Zootopia-themed collection in Italy for the first time. The collection offers a full range of products, including vinyl characters and themed accessories, making it a must-see for fans. The store itself is designed to enhance the shopping experience with a modern aesthetic characterized by its vibrant blue-and-yellow color scheme, creating an energetic shopping environment.

A giant Stitch figure at the entrance serves as a visual landmark, while an impressive display of MINISO's proprietary character, YOYO, anchors the interior, inviting customers into a world of playful imagination. The store also hosts themed zones dedicated to trending characters, with the Zootopia section designed as an Instagram-friendly spot, encouraging social sharing.

The grand opening attracted over 300 eager fans, many of whom arrived early to take advantage of limited-edition goodie bags and exclusive discounts. This strong turnout not only showcases the popularity of collectible toys among the younger demographic but also underscores MINISO’s ability to create engaging retail experiences that foster community and connection among fans.

As the interest in pop culture collectibles continues to grow in Italy, MINISO's new venture reflects a broader trend among younger consumers seeking more than just a transactional shopping experience. This new store in Milan offers a space where fans can explore products, engage with storytelling, and connect with their interests in a meaningful way. By focusing on product discovery and emotional connections, MINISO aims to resonate with Gen Z consumers, for whom collectible toys serve as personal expressions.

Having entered the Italian market in 2021, MINISO has rapidly expanded and now operates nearly 70 stores across the country. New flagship stores are on the horizon for major cities such as Milan, Rome, Florence, and Turin, further establishing the brand's presence in Europe. Each store is designed to offer a richer brand experience while providing a wide selection of design-driven, high-quality products at accessible prices.

With ambitious plans for expansion and a dedication to capturing the essence of collectible culture, MINISO’s debut in Milan is not just a store opening; it's a fresh chapter in the collectible toy narrative in Italy. This store invites fans to not only embrace their interests but also to immerse themselves in a playful and inspiring retail environment that celebrates creativity and community.