The new Clubman, for example, is Mini’s largest ever car, measuring 4.3 metres in length. With about 100 litres more boot space than its predecessor, the car aims to attract more families to the brand and marks Mini’s first move from the small car market into the compact segment occupied by the likes of the Ford Fiesta. The Clubman’s focus on functionality and elegant design is reflected in the simple, cerebral imagery of the upcoming ad campaign. This will provide the somewhat unusual spectacle of a piecemeal brand relaunch that reveals itself over time as each of the five models receives their new identity – a conscious decision by Mini as it looks to make consumers more aware of its different product lines. Despite the strength of its brand, Mini is a relatively small company in sales terms. Schwarzenbauer announced last month that Miniis having its best ever year, selling more than 160,000 units inthe first half of 2015, yet this performance pales in comparisonto some of the world’s biggest car brands. Last year, Mini vehicle sales accounted for 14.3% of BMW Group’s total volume. The Mini Brands craze has taken TikTok by storm, with over 5b videos showcasing creative unboxing, trading and customisation of the collectible toys. More than 1.5m followers and over 30m likes make Mini Brands the most liked toy brand on the platform. Mini Brands has also partnered with several TikTok creators to host giveaways and challenges, further fuelling the excitement surrounding the toy line.

Zuru ‘s globally popular collectible toy line 5 Surprise Mini Brands is enjoying continued success in the United Kingdom & Ireland. Mini Brands was 2022’s No.6 item in the total market YTD, with Mini Brands Disney coming in at No.12 in October, as per NPD. In addition, Mini Brands has amassed over 5b views on TikTok. This success helped Zuru become the No.7 supplier in the UK YTD. The brand moved between a series of British owners (see timelines, above), ending up at Rover Group prior to its acquisition by BMW. Today, most Minis are still made in the UK at a factory in Cowley, Oxfordshire and new models incorporate multiple design elements that speak to the car’s earliest iterations. For example, the new Clubman features horizontal double-doors on the boot in the same fashion as the 1970s version of the model.

Car-sharing service

Take out the game components and read through the easy-to-follow instructions and you’re on your way through the market in the Mini Market Dash Game! Recommended for 2-4 players

Last month, in a graffiti-daubed former factory in central Berlin, executives from Mini’s owner BMW gathered to announce “the third chapter” in its 56-year history. Marketing Week received exclusive access to hear the story behind the brand’s latest reboot, including new designs, a new logo and a new positioning for its cars. Toy industry experts Silver and Zahn both expect the Mini Brands popularity to continue through this year and beyond. Zuru’s strategy, Mowbray said, will be to continue to offer limited editions, and to maintain the right balance of product availability and scarcity that drives collectors to collect. The key is constantly refreshing it,” Silver said. “Keeping it fresh to keep the consumer interested.”Heavily branded children’s toys aren’t new. In 1994, Mattel released a Barbie McDonald’s Restaurant Set, complete “with talking drive-thru” and miniature menu boards. Around the same time, ride-on toy cars for children became popular, and BMW, Jeep and Mercedes-Benz wasted no time slapping their logos on plastic bonnets. Daniel Cook, a professor of childhood studies at Rutgers University and author of The Commodification of Childhood, says: “Consumerism has been a part of children’s lives for as long as there has been modern consumption,” roughly since the mid-1800s. He references Victorian artist Kate Greenaway’s picture books of the 1880s, which had a tie-in line of clothing for girls produced by Liberty of London. He also points to Campbell’s Soup’s range of dolls, first sold in 1909. They're based in convenient locations including supermarkets, newsagents and train stations. Plus they're often open late and on Sundays. Things are going extremely well for Mini, so why is it is reinventing itself now? To explain this we have to look at a comparison between 2001 and 2015. Society has changed dramatically – consumption is less of a priority [now] and people are questioning more and more the purpose of everything and the benefits [of products], for ourselves and for society,” he explains. “People are more focused on ‘the essential’ and I believe that no other car brand is better positioned than Mini to meet this new focus on things that count.” New grown-up attitude We are constantly amazed by the dedication and creativity of Mini Brands fans,” added Will. “Their passion for the brand continues to inspire us, and we are committed to bringing them even more exciting new products and experiences.” The new brand identity will debut in advertising for the Clubman when the model goes on sale in October. A preview of print and outdoor ads shown at the launch event reveals a more sparse, sombre presentation in comparison to recent Mini campaigns, such as ‘Not Normal’ in 2013. The Clubman is simply photographed against a hardwood floor in an old industrial building as light streams in from a glass roof, with minimal copy underneath.

The option enables Mini owners to make money from their vehicles when they are not using them by authorising registered DriveNow users to access and drive their cars. People can locate cars in their vicinity via the mobile DriveNow app and Mini owners can use the platform and respond to requests on their connected car dashboards.

BMW Group Streaming

Mini Brands turned out to "have this incredibly emotive connection with people," said Zuru CEO Anna ... [+] Mowbray. Zuru Though it is reinventing itself again, retaining its links to thepast will be crucial for Mini as it develops its new brand identity in the years ahead. Among other announcements made last month was a pledge by the brand to begin investing in startup accelerators around the world that aim to develop solutions for “urban living”. Yet as Mini expands its services and its role within society, it must also hang onto the qualities that have made it iconic for so long. Fast-forward to the present day, and the effects of rapid technological change, geo-political uncertainty and the financial crash of 2008 have combined to fundamentally alter consumer behaviours. The brand is targeting the same audience that it did in 2001 – namely, affluent urban dwellers in their 20s and 30s who enjoy the fun, freedom and individuality that Mini offers – but the outlook of this audience has shifted considerably. Get in on the game that includes 4 Mini Brands Collectable Movers, miniature versions of some of the most popular food brands ever! The values for fuel consumption, CO2 emissions and energy consumption shown were determined in a standardised test cycle according to the European Regulation (EC) 715/2007 in the version currently applicable. The figures refer to a vehicle with basic configuration in Germany and the range shown considers transmission (automatic or manual) and the different wheels and tyres available on the selected model and may vary during the configuration.