Miniso has rolled out a limited-time pop-up series across the US as part of its global Vinyl Plush Festival, supporting the brand’s broader push into the designer toy and lifestyle accessories segment.

Running from September 20 to October 26, the activations in Austin, Portland, and Chicago mark the company’s first activation of this format in the US. The initiative is intended to test experiential retail formats in new markets while expanding the reach of its collectibles offering.

The US campaign, themed “Hang Out With Miniso,” focuses on licensed vinyl plush products developed in partnership with global IPs, including Sanrio and Disney.

New releases featured in the activation include the Sanrio Pop Star and Fox Island collections, with products designed for multi-purpose use as keychains, accessories, or home decor.

“This initiative underscores Miniso’s expansion within the designer-toy segment and introduces stateside fans to joyful, shareable vinyl plush experiences,” Miniso said in a statement. 

The US campaign follows similar pop-up executions in other international markets, including Singapore, Malaysia, Canada, and Australia. It also comes as Miniso continues to explore growth opportunities in the collectibles category. 

In June, the company said it was conducting an early-stage assessment of a potential spin-off listing of its pop toy business under the Top Toy brand.