At the Essex Toy Cave, I’m keen to keep an eye on the latest trends in the toy collecting world, with insight fuelled by my customers and observation.
One of these fascinating trends sweeping through the collecting community: the undeniable rise of the mini!
MEMORY LANE.
Let’s take a trip back down memory lane to early 80s, where the creator of Bluebird, Chris Wiggs takes his daughter’s compact make-up powder to fashion a home for a tiny doll, which would be the basis of one of the most successful tiny-toy brands in history -‘Polly Pocket’.
Meanwhile, Galoob rose to create Micro Machines, which was the fastest-selling US toy car brand for 3 years running, with subthemes carrying over into the Star Wars, Star Trek and Marvel universe among others.
In the late 80s / early 90s, Bluebird continue domination on the mini toy market, with the likes of Mighty Max and Manta Force.
BIGGER AND BETTER.
In the late 90s, consumer trends began to change, with wider launches from Barbie, Pokemon, Beanie Babies and more increasing in popularity. With reduced sales and wider market competition, Mattel acquire Bluebird Toys, while Galoob is also acquired by Hasbro.
While both brands continued to exist, fewer mini-scale products were launched into the market. At this time, collectors were beginning to appreciate BIGGER and more detailed scaled figures and models.
Of course, the trend towards smaller toys isn't without its challenges. One of the main trade-offs is the level of detail. It's often harder to achieve the same intricate painting and sculpted features on a figure that's less than an inch tall.
It can sometimes be a point of contention for collectors who value hyper-realism. Similarly, tiny playsets, while cleverly designed, may not offer the same sprawling, interactive experience as their larger counterparts.
SMALL AND MIGHTY RETURN
Fast forward to 2025 and a growing number of collectors are finding joy in the compact, space-saving charm of smaller toy line – and toy brands are responding.
2019
· Zuru releases Mini Brands.
2020
· Mattel re-launch the Polly Pocket Brand
· Micro Machines re-released after acquired by Wicked Cool Toys
2022
· Pearia get the trademark for ‘Mighty Max’ in Taiwan creating replica models
· Gabby’s Dollhouse release ‘mini’ playsets.
2023
· Funko Pop release Bitty Pops,
2024-25
· Funko Pop release more cases and playsets for Bitty Pops
So why is this happening, and will the trend continue?
Nostalgia of course, but the key reason is space.
Many collector’s will admit to not having enough room to display their collection how they want it, and buying miniature toys makes this easier.
When combining with factors such as the rising cost-of-living & expensive house prices – it makes sense that collectors are desiring smaller things – or perhaps parents have some influence!
On top of this, ease of access to 3D printing and wider technologies are allowing manufacturers to design greater detail on smaller toys.
This trend is more than just a passing fancy; it's a fundamental shift in how people collect. The desire for manageable, affordable, and easily displayable collections is likely to drive this market for years to come.
So whether you're a seasoned collector or just starting out, embracing the mini might just be the perfect way to build your next great collection.
