Background Zootopia merchandise is not just ordinary collectibles for many Indonesians, especially Gen Z and Millennials. These items bring nostalgia and joy from the beloved Disney film, with characters like Judy Hopps and Nick Wilde appealing universally across age groups. Miniso, known for affordable lifestyle products, has grown rapidly across Indonesia and globally. By collaborating with Disney’s Zootopia, Miniso creates a shopping experience combining nostalgia, collectibility, and functionality. The result satisfies fans’ desire for merchandise while providing joy and self-expression through cute, practical items. Licensed Character Appeal This strategy leverages beloved entertainment characters to drive sales and engagement. By partnering with Disney’s Zootopia, Miniso taps into an established fanbase with deep emotional attachment. Unlike cross-category appeal, this uses character licensing to add entertainment value and collectibility to everyday products. The adorable character designs transform ordinary items into must-have collectibles, creating urgency through limited editions and triggering FOMO among fans. Affordable Collectibility Strategy Unlike expensive Disney Store merchandise, Miniso makes Zootopia products accessible with affordable pricing (Rp 15,000 – Rp 500,000). This democratizes fandom, allowing students and young professionals to collect without overspending. The strategy combines premium Disney licensing with Miniso’s cost-efficient model, creating perceived value. Scarcity tactics like limited editions and blind boxes transform affordable products into valuable collectibles, driving sales and secondary market trading. Impact & Results The collaboration significantly impacted multiple areas. Social media reach increased drastically through unboxing videos and collection displays shared by fans, creating viral amplification. Store traffic surged during launches, with items selling out quickly and reselling at markup prices online. Most importantly, this elevated Miniso from just an affordable retailer to a destination for exclusive collectibles and trendy products. It expanded their image toward a community-driven, fandom-friendly brand, while keeping Zootopia’s IP commercially viable years post-release. The collaboration demonstrates successful licensing partnerships: Disney extends merchandise reach and generates revenue, while Miniso attracts new customers, builds brand prestige, and creates recurring revenue through multiple collection releases. Sources: https://share.google/YGFrlO696gTaj9QFJ https://share.google/rRHl0mgdTjbIpAVqp https://www.instagram.com/minisoindo/ Written by Keyko Genio Iskandar, Management 2025, Public Relations The 19th IMOTION