The opening brings one of MINISO's newest retail formats to Australia, combining character merchandise, interactive displays and themed experiences under one roof.
A major highlight is the global launch of the YOYO | Toy Story 5 collaboration, with Melbourne selected as one of the first locations to showcase the new collection. The accompanying experience zone, located in the Melbourne Central atrium from June 19 to 25, features large sculptures inspired by Woody, Buzz Lightyear and Jessie, creating photo opportunities for visitors.
Inside the store, approximately 80 per cent of products are IP-themed, ranging from plush toys and blind boxes to stationery, accessories and homewares. Alongside Disney and Pixar collaborations, shoppers can also find products featuring MINISO's original character, YOYO, as well as collections from Sanrio and Chiikawa.
Several product lines are making their Australian debut, including the Toy Story Childhood Bonds Series Vinyl Plush Surprise Box, Sanrio Forest Animal Vinyl Plush collection and Chiikawa plush toys. Store-exclusive merchandise such as themed blankets and a boot-shaped crossbody bag are also available.
The launch builds on MINISO's investment in larger, experience-led retail formats. Following the opening of flagship stores in Melbourne and its first MINISO LAND concept in Sydney last year, the retailer is continuing to roll out immersive stores that combine shopping, entertainment and social experiences. It also plans to deepen partnerships with global entertainment brands while growing its portfolio of proprietary characters.
While MINISO continues its international expansion through collaborations with globally recognised franchises such as Disney, Pixar and Sanrio, other Chinese companies are taking their home-grown character brands to global audiences through original intellectual property (IP). Earlier this year, POP MART's flagship character Labubu became the first Chinese original IP to feature in an official FIFA World Cup activation through a partnership with FIFA, highlighting the rising international profile of Chinese-designed character brands.