Things are going extremely well for Mini, so why is it is reinventing itself now? To explain this we have to look at a comparison between 2001 and 2015. Society has changed dramatically – consumption is less of a priority [now] and people are questioning more and more the purpose of everything and the benefits [of products], for ourselves and for society,” he explains. “People are more focused on ‘the essential’ and I believe that no other car brand is better positioned than Mini to meet this new focus on things that count.” New grown-up attitude Take out the game components and read through the easy-to-follow instructions and you’re on your way through the market in the Mini Market Dash Game! Recommended for 2-4 players The zeitgeist in 2001 was that we had just entered a new millennium and people were jumping into that with a lot of energy,” remembers Schwarzenbauer. “People were very willing to question conventions and the new Mini really hit right at the heart of that.” Mini plans to create separate identities for its five “superhero” models including colour schemes and aesthetic concepts

We are constantly amazed by the dedication and creativity of Mini Brands fans,” added Will. “Their passion for the brand continues to inspire us, and we are committed to bringing them even more exciting new products and experiences.” The Mini Brands craze has taken TikTok by storm, with over 5b videos showcasing creative unboxing, trading and customisation of the collectible toys. More than 1.5m followers and over 30m likes make Mini Brands the most liked toy brand on the platform. Mini Brands has also partnered with several TikTok creators to host giveaways and challenges, further fuelling the excitement surrounding the toy line. Get ready to dash! Race around the market using one of the real Mini Brands collectable movers, gathering all the Mini Brands you can. The toys have become such a phenomenon that food brands that passed on the licensing request initially have since approached Zuru asking that their products be included in future editions of the toy.

We have more digitalisation, so all of a sudden people can get more information about everything and are keen to know what’s behind the brand and the shiny surface,” says Marc Lengning, head of brand management at Mini. However, Lengning says the strategy is indicative of Mini’s new resolve to move with the times. The rapid growth of brands like Airbnb and Uber has destabilised many legacy businesses, but rather than row against the tide, Mini is seeking to compete on its own terms by encouraging more people to experience its brand. Zuru in June released a “Gold Rush” edition of three dozen gold-toned rare minis. Previously it also released a toy minis line featuring miniature Crayola boxes, Frisbees, and other iconic toy brands. Another advantage for Mini Brands, Zahn said, is that they don’t take up a lot of space. “A lot of people are space challenged today,” he said, “They want to collect things – its human nature – but they don’t have anywhere to put them.”

Paul Solomon, CEO of Moose Toys, which makes Shopkins Real Littles (tiny versions of real products), says the range was inspired by a desire to make “things that kids can relate to and see in their everyday lives”. With the added advantage that it may well be on their own shopping list in a few years’ time.

The Mini heritage

Zuru’s strategy, Mowbray said, will be to continue to offer limited editions, and to maintain the right balance of product availability and scarcity that drives collectors to collect. This will provide the somewhat unusual spectacle of a piecemeal brand relaunch that reveals itself over time as each of the five models receives their new identity – a conscious decision by Mini as it looks to make consumers more aware of its different product lines. There must be something special about a brand if it can pass between six different owners in half a century and still be described rightfully as ‘iconic’. In the case of car brand Mini, that special attribute is its ability to reinvent itself.

BMW’s Schwarzenbauer says that in addition to this design legacy, Mini’s brand principles are still guided by the minimising, practical instincts of Issigonis on the one hand, and the maximising, performance-driven approach of Cooper on the other. “The ethos is ‘maximise the experience – focus on the essential’,” he explains. The original in the premium segment of small cars has reached its 60th birthday – but it is even younger than ever. It was sixty years ago, to be precise on 26 August 1959, that British Motor Corporation proudly revealed the result of their development activities in creating a new, revolutionary compact car. Toy industry experts Silver and Zahn both expect the Mini Brands popularity to continue through this year and beyond.

THE NEW ALL-ELECTRIC MINI COOPER.

The key is constantly refreshing it,” Silver said. “Keeping it fresh to keep the consumer interested.” In all sectors, digitalisation changes things and you have two choices: you just ignore it, which in my opinion is not a good idea, or you start playing with it and really shape the future. That’s what we’re doing,” says Lengning. The Mini heritage

Micro play is both a play pattern for kids and a collectible for adults,” Zahn said. “It taps into that same mentality like when dollhouses were so popular. People would craft these intricate miniatures that would fit into those worlds.” There are two bottles of Dove body wash in my home, and they are nearly identical. They have the same distinctive curved shape and flip lid, the same label, the same Unilever trademark. They differ in just one crucial way. One is 22cm tall and is designed to be used in my bath. The other measures 5.5cm – about the size of my little finger – and is a children’s toy.The decision to bring Mini’s different models to the fore is intended to broaden its appeal and bolster its current growth trajectory. At present, the flagship Mini model, the Hatch, accounts for 69% of all Mini sales in the UK, while the all-terrain Countryman accounts for about 15%. By giving each of its five models their own platform, Mini hopes to achieve greater diversity in its sales mix and encourage consumers to reconsider the brand. Despite the strength of its brand, Mini is a relatively small company in sales terms. Schwarzenbauer announced last month that Miniis having its best ever year, selling more than 160,000 units inthe first half of 2015, yet this performance pales in comparisonto some of the world’s biggest car brands. Last year, Mini vehicle sales accounted for 14.3% of BMW Group’s total volume. Zuru ‘s globally popular collectible toy line 5 Surprise Mini Brands is enjoying continued success in the United Kingdom & Ireland. Mini Brands was 2022’s No.6 item in the total market YTD, with Mini Brands Disney coming in at No.12 in October, as per NPD. In addition, Mini Brands has amassed over 5b views on TikTok. This success helped Zuru become the No.7 supplier in the UK YTD. The brand moved between a series of British owners (see timelines, above), ending up at Rover Group prior to its acquisition by BMW. Today, most Minis are still made in the UK at a factory in Cowley, Oxfordshire and new models incorporate multiple design elements that speak to the car’s earliest iterations. For example, the new Clubman features horizontal double-doors on the boot in the same fashion as the 1970s version of the model.