MINISO puts YOYO on the global map with Toy Story 5

MINISO has rolled out a new Disney and Pixar's Toy Story 5-inspired collection globally, marking the first collaboration between its proprietary character YOYO and a Disney or Pixar franchise.

Launching across MINISO stores from June, the collection comprises more than 100 products spanning blind boxes, vinyl plush toys, collectible figures, plush toys, accessories and lifestyle merchandise inspired by characters from the film.

A key feature of the launch is the debut of the YOYO and Disney and Pixar's Toy Story 5 collection, which includes more than 30 products such as themed blind boxes and vinyl plush charms. The collaboration blends YOYO's original design with recognisable Toy Story characters, representing the first time MINISO has paired one of its original intellectual properties (IP) with a licensed entertainment franchise.

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The launch coincides with the theatrical release of Disney and Pixar's Toy Story 5 and is being supported by a series of experiential retail activations across multiple markets.

Across Southeast Asia, the retailer is bringing themed activations to Indonesia and Vietnam. In Indonesia, shoppers can explore an in-store themed zone alongside installations at Jakarta's Central Park shopping mall, including indoor and outdoor displays as well as a giant sky screen featuring YOYO characters. Meanwhile, Vietnam is hosting dedicated pop-up stores designed to extend the collection through interactive retail experiences.

In Australia, MINISO has opened what it describes as the world's first YOYO and Disney and Pixar's Toy Story 5-themed experience zone at Melbourne Central from 19 to 25 June. The activation also marks the opening of Australia's first MINISO FRIENDS store and features large-scale sculptures inspired by Woody, Buzz Lightyear and Jessie.

The campaign also includes pop-up activations across three cities in China, which launched on 29 May and will run for one month, as well as YOYO's first exhibition in the US. Held in New York City, the exhibition showcases several life-sized installations based on the collaborative collection.

The latest launch forms part of MINISO's broader strategy to grow both its licensed IP partnerships and original character portfolio. By combining globally recognised entertainment franchises with its in-house IP across merchandise, store design and offline activations, the retailer is continuing to expand its IP-led retail offering.

MINISO's latest launch comes as brands and retailers across the region increasingly tap into the excitement surrounding the release of Disney and Pixar's Toy Story 5 through experiential marketing and collaborations.

Earlier this month, Harbour City unveiled "FOREVER TOYS @ Harbour City", transforming the Hong Kong mall into a large-scale Toy Story 5 experience running from 19 June to 31 August. The activation aims to reinforce Harbour City's position as a must-visit summer destination by driving footfall, increasing dwell time and boosting visitor engagement.

Meanwhile, Luckin Coffee partnered with Toy Story 5 for its "Play mode: ON" campaign, featuring themed beverages, packaging and collectibles. The coffee chain told MARKETING-INTERACTIVE it chose the collaboration for the franchise's cross-generational appeal and enduring themes of friendship, loyalty and bravery.

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