Many shoppers may know Miniso for its wide assortment of collectibles, toys and accessories from notable brands like Peanuts, The Powerpuff Girls, Harry Potter and One Piece. But as the China-based retailer prepares to scale up its presence with larger stores throughout the U.S., it’s betting on a character you’ve probably never heard of yet.Since 2020, Miniso has built strategic partnerships with more than 180 global IPs, leading to rapid growth, with revenue up 26.2% from 2024 to 2025 to about $3.1 million, according to financial filings. Last year, the retailer added 465 new stores outside of China.
However, since last year, Miniso has been working to expand its in-house IP portfolio, which includes YOYO, which the company launched in 2025. The character has a pumpkin-shaped head and dot eyes. On June 20, Miniso opened a YOYO art exhibition with 50 life-sized figures in Grand Central Terminal, marking the first time Miniso has brought its owned IP into a public space in North America.
YOYO and other owned IP, such as Kumaru, Angry Aimee and Carrot Street, will be the centerpieces of Miniso’s store expansion moving forward. Tom Bartlebaugh, gm of Miniso USA — who came to Miniso from Five Below in late 2024 — told Modern Retail and other publications that the company plans to open larger stores alongside Walmart, Target and Ulta stores.
