The design-led blind box collectible brand will bring “strong storytelling and trend-led play patterns” to the kidult market
Zuru is launching Starbox, a new premium platform brand focused on elevated, design-led blind boxcollectibles, including Sad Baby by Starbox, which captures personality and emotion through expressive character design.
Combining surprise, creativity and trending concepts, each collectible portfolio continues to push boundaries, led by the success of both Mini Brands and My Mini Baby.
“Consumers are increasingly looking for collectibles that go beyond the traditional blind box experience, and want to see greater emphasis on creativity, customisation and self-expression,” said Will Collinson, General Manager, Zuru UK and Europe. “Starbox has been developed to bring together elevated design, strong storytelling and trend-led play patterns, while maintaining value and affordability, in a way that appeals to the rapidly growing kidult market.”
Nook Nooks by Starbox is a series of intricately detailed miniature worlds, featuring collectible creatures housed inside LED light-up themed homes that can be decorated, customised and displayed.
With seven designs to collect, including a super rare 1-in-96 chase figure, the range blends surprise unboxing, creativity and collectability to appeal to both children and kidults alike. Featuring imaginative settings including retro TVs, refrigerators and washing machines, the range encourages fans to mix, match and build their own community of tiny homes.
Sad Baby by Starbox is an irresistibly cute collection of mini figurines, each with big eyes and even bigger feelings. Every Sad Baby arrives tucked inside a beautifully themed blind box designed to heighten the surprise. Each design leans into big expressions and subtle humour, tapping into the explosion of expressive characters, alongside the wider ‘healing your inner child’ movement.
Sad Baby Animals features nine unique, compact designs including one super rare 1-in-128 figurine, making this assortment a must-have for collectors. The lineup includes the Duck, Capybara, Unicorn, Walrus, Highland Cow, Dinosaur, Axolotl, and Koi Fish, along with the highly sought-after rare animal.
Sad Baby Care Bears Keychains blend expressive character design with nostalgia. Each teary-eyed character is styled in an iconic Care Bears outfit, including kidult favourites such as Grumpy Bear and Cheer Bear. The range of seven collectibles, including a super rare Care Bear, is a perfect hybrid between collectibles and fashion accessories, allowing fans to personalise and showcase their collections beyond the shelf.
Minnee by Starbox combines fashion and mystery in a collectible blind box experience inspired by personal style and self-expression. Each surprise reveal includes a poseable fashion doll alongside multiple outfits and accessories, with nine themed Minnee dolls to collect plus an ultra-rare gold chase figure.
Inspired by aesthetics including Retro, Comicon, Candy and Bubble Tea, Minnee transforms dolls into style statements, combining fashion, collectability and blind box excitement in a way that resonates with both Gen Alpha and collectors alike.
Will added: “This is just the beginning of Starbox, with additional launches, collaborations and formats already in development to expand its presence and drive innovation within the collectibles category.”
