TL;DR
Turn the school run and nap time into listening time
- Thousands of audiobooks, podcasts and originals
- Listen on your phone, tablet or Echo — also offline
- Cancel anytime
Miniso opened its first U.S. Miniso Land store at Easton Town Center in Columbus, Ohio, on Oct. 17. The approximately 15,000-square-foot location carries more than 5,500 products, with licensed and proprietary intellectual-property merchandise making up more than 60% of its assortment.
Miniso opened its first U.S. Miniso Land at Easton Town Center in Columbus, Ohio, on Oct. 17, bringing the retailer’s large-format, entertainment-themed store concept to American shoppers. The approximately 15,000-square-foot location offers more than 5,500 products and devotes more than 60% of its assortment to licensed and proprietary intellectual-property collections, according to the company and a report by The Toy Book.
The store brings together more than 30 licensed and proprietary IP collections across themed areas for toys and collectibles, home essentials, beauty, food and beverages, and lifestyle products. The Toy Book reported that the assortment includes Hello Kitty and Friends, Disney characters and franchises, One Piece, Chiikawa, Snoopy and Mofusand. The Hello Kitty and Friends zone has more than 100 products, while the Disney zone has over 130 products inspired by Stitch, Winnie the Pooh, Mickey Mouse and Toy Story.
A dedicated entrance area features Yoyo, Miniso’s proprietary character, with exclusive merchandise, interactive displays and a sculpture. The store also uses themed storefronts, character displays and other visual elements to create an environment intended to invite shoppers to explore. For the opening, Miniso held promotions, mascot meet-and-greets and other fan-focused activities, according to the report.
At about 15,000 square feet, the Columbus location is among Miniso’s largest U.S. stores, The Toy Book reported. The company says it operates more than 400 stores nationwide and plans to keep expanding in the United States through larger stores and immersive retail formats. The report did not provide a schedule or locations for additional Miniso Land openings.
A Bigger U.S. Retail Format
The opening gives Miniso a U.S. location built around character merchandise and themed shopping, rather than a standard assortment alone. Its size and dedicated franchise areas give shoppers a single venue to browse products linked to several entertainment properties, alongside Miniso’s own Yoyo character and everyday categories.
For the company, the store is a visible test of whether its large-format, IP-led approach can draw shoppers in a market where Miniso already has a substantial retail presence. The opening report describes the concept and its product mix, but does not provide sales, visitor numbers or other results that would show how the store is performing. Its longer-term commercial impact is not yet established.
As an affiliate, we earn on qualifying purchases.
From Shanghai to Columbus
Miniso Land debuted in Shanghai in 2024, according to The Toy Book, and has since expanded to more than 100 locations across China and international markets. The Columbus opening marks the concept’s first reported U.S. location, not Miniso’s first American store; the retailer already operates more than 400 stores in the country, according to the report.
The company describes the large-store format as part of its “Super IP + Super Store” strategy, which combines licensed and proprietary characters with themed retail environments. The Columbus store applies that approach through franchise zones, Yoyo displays and multiple shopping categories. The source report does not identify the year of the Oct. 17 opening date, so the precise calendar year cannot be confirmed from the supplied information.
““Super IP + Super Store””
— Miniso, as described in The Toy Book report
Expansion Plans Still Unspecified
The opening details confirm the store’s location, size, product count and featured collections, but leave several business questions unanswered. Miniso has not provided a sales or attendance result in the source material, and there is no information on how the Columbus store compares with the company’s other U.S. locations.
The company says it plans to continue expanding its U.S. footprint through larger stores and immersive experiences, but no further Miniso Land locations, opening dates or investment figures are identified in the report. The year of the Oct. 17 opening is also not specified in the supplied account.
More U.S. Store Growth Ahead
Miniso has said it plans to continue growing its U.S. presence, including through larger stores and immersive retail experiences. The Columbus opening is the first U.S. Miniso Land location described in the report, but the company has not announced a confirmed next site or opening date.
Further details to watch for include whether Miniso names additional U.S. locations and whether it releases performance information about the Easton Town Center store. Until then, the confirmed development is the launch of the format in Columbus, alongside the company’s broader stated expansion plans.
Key Questions
Where is the first U.S. Miniso Land store?
It is at Easton Town Center in Columbus, Ohio.
When did the store open?
The report says it officially opened on Oct. 17, but does not specify the year.
What can shoppers find at Miniso Land?
The approximately 15,000-square-foot store has more than 5,500 products across categories including toys and collectibles, home essentials, beauty, food and beverages, and lifestyle goods. Its collections include Hello Kitty and Friends, Disney, One Piece, Chiikawa, Snoopy, Mofusand and Miniso’s Yoyo character.
How much of the assortment is IP merchandise?
According to the source report, more than 60% of the assortment is made up of licensed and proprietary IP-based merchandise.
Are more U.S. Miniso Land stores confirmed?
Miniso says it plans further U.S. growth through larger stores and immersive experiences, but the report names no additional Miniso Land sites or opening dates.
Source: rss
Cold & flu season Picks
humidifiers
As an affiliate, we earn on qualifying purchases.
