TOP TOY: Leveraging Popular Grassroots IP Portfolio to Unlock Breakthrough Major Results
TOP TOY, a MINISO subsidiary, invested in and took control of the company behind the popular amateur IP Xiaoyu. Xiaoyu has seen significant sales growth through pop-up stores and co-branded products with companies like Huawei and McDonald's. The IP's success is driven by its grassroots growth and strong fan engagement, but its replicability is uncertain. MINISO and the trendy toy industry face challenges with slowing growth and high inventory levels.



