August 31, 2020
The food and beverage company has teamed up with toy company on the 5 Surprise Mini Brands collectible craze. As part of the deal, nearly six dozen of Kraft Heinz's branded consumer products will be miniaturized.
"Demand for 5 Surprise Mini Brands has been unwavering since the brand's introduction last year, and we are confident the addition of Kraft Heinz to the portfolio only bolsters its appeal," says Aneisha Vieira, global brand director, ZURU. "Shoppers love that these brands and products are true to life; and that the exact miniature detail brings a quirky spin."
Kraft Heinz favorites brands, including Velveeta, Miracle Whip and Jet-Puffed Marshmallows, will be among the 120-plus new brands found in 5 Surprise Mini Brands Series 2. The new items are expected to arrive on shelves later in September.
Featuring new gold packaging, Series 2 includes more than ten super-rare brands in golden, glow-in-the-dark
5 Surprise Mini Brands Mini Mart landed on shelves earlier this summer, offering fans and collectors a one-stop-shop to store, collect and display their growing collection. Complete with shelves, a freezer section, shopping cart and cashier stand, plus four mystery minis, the Mini Mart playset also makes real shopping sound.
"Miniatures, collectibles and surprises... ZURU has captured the magic ingredients and a proven track record when it comes feeding the frenzy for these mini shopping brands," says Chris Urban, vice president, marketing, Kraft Heinz. "We couldn't be more excited to see favorite, iconic Kraft Heinz products join the 5 Surprise Mini Brands craze."
Kraft Heinz joins other companies such as
who have recently received the miniature treatment.
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