The inaugural collaboration between MINISO Group Holding Limited's (MNSO) proprietary IP YOYO and the globally beloved animated franchise Toy Story 5 has captured significant attention alongside the film's release. This marks YOYO's first-ever movie IP partnership, and the collection achieved immediate commercial success and widespread buzz upon launch. On its release day, it propelled MNSO to the top of Douyin's board game and peripheral sales rankings and sparked a trend of users sharing their purchases on social media, with related hashtags gaining continuous traction.

A Year of Rapid Global Expansion

Notably, YOYO's journey from its initial series launch to this breakout success has taken less than a year. This rapid growth is not attributed to a single hit product but demonstrates MNSO's systematic capabilities across IP content, product development, channel reach, scenario-based operations, and global market coordination. The partnership with Disney Pixar's Toy Story 5 further enriches YOYO's IP collaboration portfolio, showcasing its potential in IP content development and commercial operations.

Integrating Entertainment with Retail

The popularity of this collaboration stems not only from the products themselves but also from MNSO's multi-dimensional operation of the "film + consumption" scenario. Simultaneous viewing parties in Beijing, Shanghai, and Guangzhou, featuring cosplayer interactions and themed YOYO gift bags, transformed movie watching into a participatory and shareable interactive experience. Concurrently, pop-up events in these cities, thematic transformations at flagship stores like the MINISO LAND store on Nanjing East Road in Shanghai, and a collaborative photo paper series with JUST.FOTO collectively built an experiential network spanning from core commercial districts to social media.

International Market Activation

In overseas markets, activities were tailored for local impact. At Central Park in Jakarta, a "Pain City" themed space connected exhibitions with the store, while a giant outdoor aerial screen debut for the collaboration attracted over a thousand onlookers, with Disney and mall executives in attendance. At Melbourne Central shopping centre, a large art installation and limited-edition landmark fridge magnets encouraged consumers to take and share photos, effectively amplifying the brand's cultural influence in local markets.

Global Footprint in Under 12 Months

It is reported that within a year, YOYO has made appearances from Paris Fashion Week to the Spring Festival Gala stage and the Met Gala, and has now entered 53 countries and regions worldwide.