What are Mini Brands?
Mini Brands are miniature replicas of real-world consumer products, sold in surprise blind capsules. Each capsule contains a random assortment of tiny, scaled-down versions of items you'd find in a grocery store, toy store, fast-food chain or fashion shop. Collectors open a capsule without knowing what's inside — that's the core of the experience.
They are made by ZURU under the 5 Surprise family, which includes lines like 5 Surprise Mini Brands, Toy Mini Brands, Foodie Mini Brands, Disney Store Mini Brands and 5 Surprise Ballers.
Who makes Mini Brands?
Mini Brands are designed and produced by ZURU, a global toy company headquartered in New Zealand. ZURU partners with hundreds of real consumer brands — from Coca-Cola and KitchenAid to Disney, Netflix, NBA and FIFA — to produce officially licensed miniature replicas. The retail packaging is sold under the 5 Surprise sub-brand.
When did Mini Brands come out?
The original Mini Brands (now called the Core line) launched in 2019. Since then ZURU has expanded the universe with multiple themed lines released year after year, including Toy Mini Brands, Foodie, Disney Store, Netflix, Kawaii, Fashion, Sneakers, Books, Home, Retro, Fill the Fridge, MasterChef, Krispy Kreme, Garden, Disney Snacks, Ballers and Really Works.
How many Mini Brands lines are there?
As of 2026, there are around 17+ active Mini Brands lines, each with its own theme. The major lines include:
- •Core — the original grocery and household line
- •Toy — miniature toys and games
- •Foodie — fast food and restaurant minis
- •Disney Store — Marvel, Pixar, Star Wars, Mickey & Friends, Disney Princesses
- •Netflix — Stranger Things, Bridgerton, Squid Game and other Netflix shows
- •Kawaii — cute, scented and liquid-filled minis
- •Fashion — miniature designer handbags and accessories
- •Sneakers — mini sneakers from Reebok, Skechers, Airwalk, Prince
- •Books — tiny books with real readable pages
- •Home — miniature home goods and appliances
- •Retro — nostalgic vintage brand minis
- •Fill the Fridge — kitchen-themed line with a mini fridge playset
- •Ballers — licensed NBA and FIFA player minis
- •Really Works — functional minis like the Magic Cook Kitchen and the Vinyl record player
- •Create capsules — MasterChef, Krispy Kreme, Garden, Disney Snacks and Mini Masterpieces
The full live list lives on our series index.
How many Mini Brands series are there?
Across all lines, there are 40+ Mini Brands series. Some lines (like Core, Toy, Foodie, Fashion, Books and Disney Store) have multiple numbered series — for example Mini Brands Series 1 through Series 5, Toy Mini Brands Series 1, 2 and 3, Disney Store Series 1, 2 and 3, NBA Ballers Series 1 and 2, and so on.
New series drop several times a year. Browse every current series on our complete series list.
How can you tell what Mini Brand you got?
There are three reliable ways to identify a mini you just unboxed:
- 1.Use the collector guide insert. Every capsule ships with a folded paper guide that pictures every mini in that series, with rarity tier and chase indicators.
- 2.Compare against a checklist. Open the series checklist for the line you're collecting, find the matching mini and confirm the name, brand and rarity.
- 3.Look up by visual detail. Search for distinguishing details — a brand logo, color, finish (metallic, gold, glow-in-the-dark) or a Frozen Moments scene. Our search page lets you find any mini by name or keyword.
If you found a tiny shipping-box style accessory, that's a Mini Mini — a smaller mini hidden inside the larger box accessory. Open it carefully.
How many Disney Mini Brands are there to collect?
Disney Store Mini Brands has multiple series. Series 2 contains 60+ minis covering Marvel, Pixar, Star Wars, Mickey & Friends and Disney Princesses, and Series 3 adds another 50+ minis. Across all Disney Store Mini Brands waves and the Disney Snacks Create capsule, collectors can find well over 100 unique Disney-themed minis.
See the live Disney Store series page for the current count and full checklist.
How many Toy Mini Brands are there?
Toy Mini Brands has three main series so far (Series 1, Series 2 and Series 3) plus a Gold Rush special wave. Each series contains 70+ minis covering classic toys, action figures, board games and licensed toy brands. Combined, Toy Mini Brands totals 200+ collectibles.
Browse the latest waves on the Toy Mini Brands series page.
How much do Mini Brands cost?
A single 5 Surprise Mini Brands capsule retails between $5 and $10 USD depending on the line, with premium lines (Fashion, Ballers, Really Works) priced higher because they include larger components. Multi-pack boxes typically run $15 to $30, and larger collector cases or playsets (like the Magic Cook Kitchen, Mini Mart, Toy Store playset) range from $20 to $80+.
Ultra-rare and chase variants on the secondary market can sell for significantly more depending on demand, condition and packaging.
Where can you buy Mini Brands?
Mini Brands are widely sold at major retailers in the US, UK, Australia and many other markets. Common retailers include:
- •Target
- •Walmart
- •Amazon
- •Smyths Toys (UK / Europe)
- •The Entertainer (UK)
- •Independent toy and hobby shops
Many of our series pages include direct "Where to Buy" links to specific retailers when those listings are available.
Are Mini Brands worth collecting?
Mini Brands are designed primarily as a fun collecting hobby, not as an investment product. The hobby's value comes from:
- •Completion — finishing a series checklist is satisfying and motivating.
- •Display — minis look great on shelves, in dollhouses and in dioramas.
- •Trading — duplicates become trade currency for chase items you're missing.
- •Surprise — the unboxing moment is consistently fun.
Some ultra-rare and Frozen Moments minis do appreciate on the secondary market, but most Mini Brands stay close to retail value. If you're collecting for fun, focus on the lines and series that match your interests rather than chasing investment returns.
What scale are Mini Brands?
Most Mini Brands sit at roughly 1:24 to 1:18 scale — small enough to fit in the palm of your hand, but large enough to display real brand details. They're commonly used by dollhouse hobbyists and diorama makers because the scale plays well with standard miniature furniture and figures.
