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Subculture Series: How Mini Brands Got Gen Z and Millennials Buying Tiny Toys

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YPulse’s Subculture Series shares deep dives into some of Gen Z and Millennials’ ever-evolving list of subcultures. This month, we’re taking a look at the mini brands subculture and how a fandom of Gen Z and Millennials are obsessed with all things tiny…

TL;DR

  • Gen Z and Millennials are obsessed with mini brands and tiny objects, even though they may originally have been for younger consumers
  • The social media content created around mini products, like ASMR unboxing, is fascinating to them and gives a sense of nostalgia
  • Any brand can be a part of the mini brand subculture, if not through having their own mini products, then by creating “mini” content on social media
For those who haven’t heard, mini brands have taken the toy market by storm over the last couple of years, particularly among Gen Z and Millennials who have shown immense love for these tiny replicas of everyday consumer products. What started as a niche trend has now become a full-blown phenomenon: on social media, mini...

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