Ulta Beauty announced a collaboration with the American toy brand Mini Brands this week. Launched in 2019, Mini Brands is a popular toy company specializing in tiny collectibles for popular brands.
Unlike other toy collectibles, Mini Brands capsules can cost as little as $10. Currently, there are over 90 miniature items to collect from KFC, Netflix, Sonic, Disney, Hershey, and even FedEx and UPS. Mini Brands is set to release its first makeup beauty collectible. The toy brand announced on their Instagram.
“We’re thrilled to announce: ‘We have teamed up with Ulta Beauty to bring you 68 adorable, must-have beauty replicas,” said Mini Brands. “It’s a mini obsession you don’t want to miss!”
According to Mini Brands, the collection consists of 68 toy collectibles from various beauty brands including Ulta, e.l.f., Tarte, Redken, Ouai, and more. Like the other miniatures at Mini Brands, each toy will look like a shrunken version of the real-life products. These collectibles will be in a mystery capsule that contains a random selection of five. Ulta Beauty’s senior director of emerging brands and initiatives Muffy Clince shared their excitement at the collaboration with WWD
“As the nation’s largest beauty retailer…for beauty lovers of all generations, we are proud to have a differentiated assortment that reflects the wants of our guests,” said Clince. “The joy and surprise of unwrapping each capsule to discover your favorite iconic beauty product replica in mini form creates the nostalgia and fun that is at the heart of this partnership—a no-brainer as our first foray into this new, innovative category.”
Fans will be able to purchase these new collectibles from local retailers when they release on October 6th. For more information on future Mini Brand collaborations, be sure to follow the toy company on its social media. To see more of Mini Brands’ collections, check out the full list on Mini Brand’s official website.
