At just 10cm tall, MINNEE could easily perch in the palm of a hand but the design team hasn't skimped on detail. Each figure has between 14 and 16 points of articulation, along with rooted, brushable hair and genuine fabric clothing, features more commonly found on dolls twice her size. Every blind box also hides more than 20 accessories and styling extras, turning each unboxing into a small styling event of its own.

Priced at around R299, every box contains one of nine distinct characters, each with a defined personality, wardrobe and set of accessories. For dedicated collectors, there's a rarer prize on offer too: a gold-edition MINNEE, with odds set at 1 in 128.

MINNEE's arrival in South Africa follows a launch strategy that leaned heavily on social platforms before the doll was even available to buy. Fan pages appeared ahead of the official reveal, influencers shared early unboxings, and stock reportedly sold out through pre-orders at several major international retailers.

Since debuting abroad, content featuring the doll has racked up millions of views across TikTok, Instagram and YouTube, with collector communities continuing to trade styling ideas and display tips online.

"Blind-box collectibles continue to dominate global toy aisles and social media," says Glenn Ambrose, ZURU's Country Manager, pointing to the enduring appeal of the surprise-reveal format.

Ambrose frames MINNEE as part of a broader shift in collectible toys, where the thrill of not knowing what's inside has become as much a part of the experience as the product itself. Each doll's miniature wardrobe from handbags to shoes is designed to be both played with and displayed, giving collectors a reason to keep coming back for more characters.

MINNEE goes on sale at leading South African toy retailers this September at R299 per doll. More information is available at www.zurutoys.com.