Moose Toys to create Despicable Me collectibles

Mineez, created by the Shopkins toyco together with Illumination and Universal Brand Development, marks the franchise's first collectibles line.
February 7, 2017

Shopkins creator Moose Toys is teaming with Illumination and Universal Brand Development to launch Mineez, a new line of collectibles featuring Despicable Me characters. The launch marks the first-ever toy collectibles line for the hit film franchise.

Mineez’s summer debut will coincide with the theatrical release of Illumination and Universal Pictures’ Despicable Me 3. The line includes micro-collectible figure packs, playsets, backpack hangers, novelty collectibles and plush featuring characters from the new film, as well as fan-favorites from previous movies and short-form content.

Australia-based Moose Toys is the fastest-growing toyco in the US, thanks to its popular Shopkins line. Since its launch in 2014, the grocery and fashion-themed collectibles line has grown to include more than 140 toy characters, a line of Shoppies Dolls and an animated web series with more than 200 million views on YouTube.

Moose Toys’ partnership with Illumination and Universal Brand Development follows multiple reports of continued success for collectibles around the world. The NPD Group, for one, recently announced that collectibles were a major contributing factor to growth in both the US and UK toy markets in 2016.

According to NPD, the collectibles category in the US grew by 33% last year to rack up US$1.8 billion in sales. In the UK, collectibles saw a year-on-year increase of 44% in 2016.

In addition to the upcoming Mineez line, Moose Toys just launched Shopkins’ seventh product collection and is expanding into Russia, the Middle East and Scandinavia with new licensing partners.

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