MINISO Group Holding Limited Launches Limited Edition Xico Crossover Collection
April 02, 2021 at 07:30 am EDT
Share
MINISO Group Holding Limited has released special limited-edition crossover collection with Xico, an ancient character inspired by the ancestral breed of Xoloitzcuintle dogs that represents Mexico around the world. The partnership, for the first time, has been granted by MINISO headquarters to a regional market for developing its local IP for local markets, which marks the company's increasing focus on localization in the process of globalization. The whole journey of collaboration took 18 months, from the beginning of discussions to the collection's completion. During this time, the pandemic temporarily delayed the project, while a film on Xico was released on Netflix in 2020, which drew more attention to this IP. After the partnership was inked, the MINISO Mexico team identified the most popular products in the local market, and collaborated with the designer to select the designs from the Xico series, which represents Mexican culture and legends. The Roots and Fighter series were finally selected because they embody happiness and magic in Mexican traditional culture, and hold even greater meaning given the difficult times currently faced by people everywhere. There are currently 18 SKUs in the MINISO x Xico collection, which went on sale earlier this month and has been received eagerly by fans. The collection is currently available in Mexico, Colombia, and Peru. If customers in other regions would like to have the Xico collection for sale in their market, MINISO Mexico is receptive to expanding their sales coverage to spread a deeper understanding and appreciation of Mexican culture. MINISO has collaborated with different brands for crossover collections since its inception, among which the co-branded products of Marvel, Sanrio, We Bare Bears, Adventure Time, Sesame Street, Mickey Mouse and more are loved by fans and consumers worldwide. Looking forward, with respect to local cultures of different areas, MINISO will continue to bring more products of happiness and within easy reach to consumers around the world.
MINISO Group Holding Ltd is a China-based holding company mainly engaged in the development, retail and wholesale of lifestyle and pop toy products featuring intellectual property (IP) design. The Company's brands include MINISO and TOP TOY. MINISO products include home decor, small electronics, textile, accessories, beauty tools, toys, cosmetics, personal care, snacks, fragrance and perfumes, and stationery and gifts. TOP TOY brand products include blind boxes, toy bricks, model figures, model kits, collectible dolls, Ichiban Kuji, sculptures, and other popular toys. The Company mainly operates its businesses in China, other countries in Asia, America, Europe and other aeras.