'College kids are unboxing them on TikTok. Every time I go to Target, the display case has one left. On Amazon, they’re available, but a $6.99 toy is going for $39,' says Marissa Silva, editor-in-chief of toy recommendation site The Toy Insider
Photo-Illustration: by The Strategist; Photos Getty Images; Retailer You may wonder why anyone would have their heart set on a one-inch box of Royal-brand strawberry gelatin for Christmas, but the dollhouse-appropriate cardboard replica was one of the most in-demand toys of this holiday season — and one of the most elusive. It’s from a toy line called 5 Surprise, a collection of plastic capsules that unfold to reveal all kinds of pocketable trinkets, from unicorn figures to monster trucks.
Zuru, the company that makes Mini Brands, said mini toys as objects aren’t that complicated to make. But a number of factors beyond typical supply-and-demand cycles have converged to make 5 Surprise Mini Brands harder to find.
There’s also the logistical feat of ensuring that individual minis are properly distributed, so that two 5 Surprise balls sitting side-by-side at Target contain completely different goods. Vieira ticked off some of the restrictions: “No more than x number minis of a particular style inside each ball, and the odds of collecting a super-rare mini are x, and you should always be able to get x number of plastic minis to cardboard minis.
COVID-specific delays added another layer of difficulty. Because the Mini Brands items are licensed products, each one must be approved by the original company. This year, employees at Zuru’s licensees were mostly working from home, but they often requested that samples of the miniatures be sent to their offices — for the one day a week they actually came in. “So if they’re only going in on a Thursday and the package gets in on a Friday, they won’t be able to review it for a week,” said Vieira.
Mowbray tried to get creative. He found a tiny port off the coast of Washington State near Canada that would take some ships. But then he couldn’t find the truck drivers to long-haul the goods to their final destination: a distribution center in Washington, D.C.
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