A Playful Partnership Brings Toca Boca World to Real Life
The collaboration between MINISO and Toca Boca marks a bold move to bridge a beloved digital playground with tangible, everyday products. Launching May 1, 2026, the exclusive collection will span plush toys, collectibles, tech accessories, and stationery. With availability in more than 200 MINISO stores across the United States, fans will soon be able to carry the whimsy of Toca Boca World off-screen and into daily life.
At its core, this partnership is about translating the free-spirited, creative ethos of Toca Boca into a tangible retail experience. Spin Master’s Toca Boca, known for its award-winning digital games and a mission to empower self-expression, teams up with MINISO’s wide-reaching retail platform to offer a curated line that resonates with tweens, families, and collectors alike. The collaboration aims to extend the game’s open-ended play into the real world, inviting fans to imagine, create, and play beyond the screen.
What to Expect from the Collection
Fans can look forward to a thoughtfully designed assortment that captures the colorful energy of Toca Boca World. The product lineup includes plush toys that invite hugging and storytelling, a range of collectibles for display and trade, tech accessories that add a playful twist to devices, and stationery that sparks creativity during school or home projects. The designs emphasize bright, engaging aesthetics and durability, encouraging kids and tweens to express their personalities through everyday objects.
MINISO’s global footprint—paired with Toca Boca’s worldwide fan base—ensures broad access. With about 60 million monthly users in the Toca Boca World digital universe, the real-world collection aims to translate that scale into an in-store experience that feels immersive and delightful. Customers can anticipate life-size character cutouts, dynamic window displays, and eye-catching endcaps that mirror the game’s cheerful vibe. A dedicated membership email campaign will also help keep fans informed about product drops, promos, and in-store events.
In-Store Experiences and Customer Engagement
The partnership promises more than just product shelves. In selected locations, shoppers will encounter interactive elements designed to spark imagination: life-size character cutouts for photo opportunities, playful window displays that invite curiosity, and endcaps that showcase the most appealing items of the collection. These in-store experiences align with MINISO’s treasure-hunt approach, encouraging shoppers to explore, discover and collect.
For families and young creators, the collaboration offers opportunities to engage with the brand through hands-on activities and displays. The strategy leverages MINISO’s strength in experiential retail to help fans feel as if they’re stepping into Toca Boca World, even while shopping for everyday essentials. The initiative also emphasizes affordability and accessibility, ensuring a wide audience can participate in the imaginative play that Toca Boca champions.
Brand Vision and Leadership Commentary
Maryellen Zarakas, Spin Master’s Senior Vice President of Global Consumer Products & Franchise Development, spoke about the collaboration’s intent: “MINISO’s incredible reach and unique retail experience make it the perfect partner to bring the playful, free-spirited world of Toca Boca to life. Our debut collection is designed to allow fans to be as creative offscreen as they are on-screen, blending imagination, playfulness while also staying true to Toca Boca’s mission of giving tweens endless ways to express themselves.”
The deal reflects Spin Master’s broader strategy of expanding Toca Boca beyond screens while maintaining the brand’s emphasis on safety, creativity, and open-ended play. It also highlights MINISO’s capacity to translate IP-driven concepts into accessible, well-curated lifestyle products that appeal to a diverse customer base across the United States.
About the Brands
Toca Boca was founded in 2011 with a mission to create playful, safe spaces where kids can feel free to be themselves. The studio has seen more than 1.1 billion downloads across its games and currently captivates nearly 60 million monthly players with Toca Boca World, an evolving digital universe that emphasizes control and creativity for its players.
Spin Master is a leading global children’s entertainment company, known for brands like PAW Patrol and Bakugan. Its portfolio spans Toys, Entertainment and Digital Games, with a strong presence in open-ended play and family-friendly content. MINISO operates a vast network of stores worldwide, delivering aesthetically pleasing, affordable products designed to inspire everyday delight and discovery.
Looking Ahead
As the May 2026 launch approaches, fans should stay tuned for sneak peeks, in-store events, and exclusive promotions. The MINISO x Toca Boca collab has the potential to redefine how digital IP translates into tangible, collectible items, inviting fans to bring a little piece of Toca Boca World into their daily routines.
Source: Spin Master Corp. and MINISO press materials. For more information, visit tocaboca.com.
