Growing up, for most children playing with food is often discouraged. However, MGA Entertainment’s Miniverse brand has defied norms, leveraging TikTok to propel itself to astonishing heights over the past seven months. 

Embracing a “TikTok-only” strategy since last June, Miniverse has tapped into a thriving community of “mini-enthusiasts,” revolutionising its marketing approach and cementing its presence in the toy industry.

The TikTok Phenomenon

Since its inception, Miniverse has captured the imagination of TikTok users by offering do-it-yourself kits that allow enthusiasts to craft intricate miniature food and drink creations. 

From pasta plates to sushi platters, these pocket-sized delicacies have captivated audiences, fostering a niche community of creators and influencers showcasing their tiny masterpieces. 

With an extensive range of DIY sets priced at £7 and up, Miniverse has made miniature crafting accessible to enthusiasts of all ages and backgrounds, further solidifying its appeal among ‘kidult’ consumers.


Pinapple Upside-down Cake Miniverse Wave 2, best resin squeezes out easily but oof the cherries were hard to pick up with tweezers #miniverse @Miniverse #miniversewave2 #mini #traversecity #cherry #blue

♬ Pink – Lizzo

Competition and Innovation

Competing against established brands like Zuro Toys’ Mini Brands, Miniverse has distinguished itself with its innovative mystery capsule model. The element of surprise, coupled with regular releases of seasonal collections, has kept collectors eagerly anticipating each new launch. 

Moreover, Miniverse’s unique blend of miniatures and crafting components has resonated with consumers, offering a sense of creativity and ownership unparalleled in the toy market. 

What’s more, this approach has not only driven sales but has also fostered a loyal community of brand ambassadors who eagerly share their creations on social media platforms.

Influencer Collaborations and Beyond

Miniverse’s strategic partnerships with influencers, such as Marc Sebastian and Ashley Yi, have been instrumental in amplifying its reach and engagement on TikTok. 

By collaborating with nearly five dozen influencers since the launch of its TikTok campaign, Miniverse has leveraged the creativity and authenticity of content creators to connect with audiences on a personal level. 

From hosting interactive events at VidCon Anaheim to producing a reality competition series exclusively for TikTok, Miniverse has continuously innovated its marketing efforts, keeping fans engaged and eager for more. 

The recent collaboration with Warner Bros. on a limited-edition DIY kit based on the iconic sugar-laden spaghetti from the movie ‘Elf’ further showcased Miniverse’s ability to capitalise on cultural moments and drive excitement among its fanbase.

Expanding Horizons

Buoyed by its triumph on TikTok, Miniverse is now diversifying its social media presence, venturing into Instagram to broaden its audience base. 

While initially cross-posting TikTok content, the brand has witnessed a surge in engagement on Instagram, prompting a shift in strategy for its upcoming lifestyle-focused campaign. With plans to feature home items, such as potted plants and fish tanks, Miniverse aims to appeal to a broader demographic, including lifestyle enthusiasts and hobbyists. 

What’s more, by collaborating with creators from diverse backgrounds, such as gardening and pet ownership, Miniverse seeks to establish itself as more than just a toy brand but as a lifestyle brand synonymous with creativity and self-expression.


Miniverse’s journey from niche novelty to social media sensation exemplifies the power of innovation and community-building in today’s digital landscape. 

Through strategic alliances, creative content, and a relentless pursuit of excellence, Miniverse has not only captured the hearts of ‘kidult’ consumers but has also set a precedent for brands seeking to thrive in the age of social media. 

As it embarks on its next chapter of growth, Miniverse stands poised to redefine the boundaries of creativity and connectivity, proving that in the world of miniature wonders, the possibilities are limitless. 

With a commitment to fostering creativity, collaboration, and inclusivity, Miniverse is not just crafting miniature treasures but creating a world where imagination knows no bounds.