Bunnings Australia is restocking its popular Mini Bears, the collectible merchandise that became an unexpected sensation last year. The second series of the mystery bears launched nationally on July 6, with each priced at $12.50 and available while stocks last.
The new collection features characters such as Winter Bear, Workwear Bear, Trade Bear, and Overalls Bear, along with a new secret design that has yet to be discovered. Each bear comes with removable clothing, allowing for mix-and-match customization between characters from both the original and new series.
Bunnings Director of Marketing and Retail Media, Justine Mills, stated that the company was surprised by the overwhelming success of the initial release. "Last year's Mini Bears took on a life of their own," Mills said. "They flew off the shelves, filled social feeds and quickly became one of our most talked-about merchandise launches."
When Bunnings first entered the blind-box market last year, its foray into the collectable craze was largely unforeseen for a company known for hardware. However, the Mini Bears quickly cultivated a dedicated following. The original range included four standard designs and one rare secret bear, prompting some customers to make early morning trips to stores in hopes of securing the complete set.
The phenomenon of blind boxes, which involves sealed collectables in identical packaging where the contents are unknown until opened, has seen significant growth, particularly in Asia, before becoming a global retail trend. Brands like Pop Mart have popularized the format with designer toys, fostering large collector communities and a robust resale market. The appeal lies in the element of surprise and scarcity, as completing a collection often requires repeat purchases, trading, or engaging with resale platforms.
Social media has amplified this trend, with unboxing videos and collection reveals drawing substantial audiences. The format taps into a psychological drive similar to that which fuels collectable cards and toys, where the possibility of finding a rare item makes purchasing subsequent items compelling.
The success of Bunnings' Mini Bears has been attributed to their distinctly Australian theme, differentiating them from the more stylized designer toys often associated with the trend. Tyla Foster, an Australian mother, coined the nickname "bogan Labubu" for the collection, reflecting its relatable, local appeal compared to more expensive international collectables.
For the new release, Bunnings has introduced characters inspired by its team members, tradespeople, and merchandise. While the company has increased the quantity of bears available, the secret design is intended to remain challenging to find, reigniting the collectable hunt for consumers.