MINISO relives childhood nostalgia with exclusive Harry Potter collection

Global lifestyle brand MINISO has unveiled a Harry Potter-inspired collection at a pre-launch pop-up in Hong Kong. The new collection, officially licensed by Warner Bros. Discovery Global Consumer Products, aims to bring the joy and magic of the Harry Potter films to life across a huge range of categories.  

Featuring over 500 co-branded products, lovers of all enchanted things will discover everything from collectible blind boxes and adorable plushies, to everyday items such as stationery, bags and accessories. 

The Harry Potter film and the expanded world have played a part in the lives of many MINISO fans across all corners of the globe. The upcoming Harry Potter collection is set to give fans another exciting way to relive childhood nostalgia and make special new memories with the collection’s products. 

The collection made its first presence in Hong Kong. Available at Langham Place, Mongkok until 31 October, the 200 square metres pop-up offers an immersive, interactive and unmissable shopping experience for fans to experience the new collection.  

Shoppers at the pop-up have been participating in magical-themed activities in-store and receiving wonderful gifts.  

The new MINISO x Harry Potter pop-up is just the latest in the brand’s innovative IP-themed shopping experiences that aim to create memorable spaces where dreams and reality are intertwined. These experiences form a core part of the brand’s global strategy, creating unique moments to strengthen its presence in global markets, attracting both local and international fans.  

The campaign uses experiential marketing by inviting customers to dress up as 'wizards' and explore co-branded products in-store, enhancing brand appeal through interaction, said a spokesperson from MINISO in a conversation with MARKETING-INTERACTIVE. It also includes giveaways, in-store activities, media promotions, and KOL collaborations to engage a wider audience.

In terms of ROI measurement, the spokesperson said the Harry Potter IP series is part of a strategic long-term initiative, where the brand assesses the project's overall investment and returns. "Focusing on the recent Hong Kong pop-up store, our investment in marketing and communication has yielded a substantial ROI. Despite the modest resources allocated, we managed to achieve a significant milestone with peak daily sales reaching HK$850,000, which is approximately US$109,000."

“We’re delighted to be celebrating the pre-launch of the MINISO x Harry Potter collection at this exciting and innovative pop-up,” said Robin Liu, vice president and chief marketing officer of MINISO. “We are continually exploring new ways to bring our wonderful IP collaborations to life, and pop-ups like this allow us to bring more joy to the shopping experience, spreading our attitude that ‘Life is for Fun’”.  

The Harry Potter collection has officially launched across the USA on 13 October – while California’s Irvine Spectrum store will get a Harry Potter-themed area, with the collection taking over almost half of the store.  

Following its US launch, the collection will become available globally with special launch activities taking place. Throughout October and November, MINISO’s Huaihai Road store in Shanghai will be revamped with a special Harry Potter-themed inspired façade, the Jakarta Central Park store in Indonesia will gain a Harry Potter-themed inspired shopping area, and France, the UK and Malaysia will each welcome a Harry Potter-themed inspired store. 

Don't miss: MINISO to buy 29.4% stake in Yonghui Superstores

Back in September, MINISO said it will purchase a 29.4% stake in Chinese supermarket chain Yonghui Superstores (永輝超市) from DFI Retail's Dairy Farm and Jingdong for HK$6.92 billion, aiming to strengthen its presence in China.

According to its official statement, MINISO said that its wholly-owned subsidiary has entered into the share purchase agreements with the Yonghui Superstores and two units of JD.com, Jingdong Shimao (京東世貿) and Suqian Hanbang (宿遷涵邦), as well as Dairy Farm, an indirectly wholly-owned subsidiary of DFI Retail Group Holdings.

DFI Retail, which was the top shareholder in Yonghui with its 21% stake, said that it had sold its entire stake in Yonghui, which equals 1.91 billion Yonghui shares, netting it gross cash proceeds of around RMB$4.50 billion yuan.

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