Viral blind box concept bringing new ‘theme park’-style concept to Columbus

Ohio is getting a new concept from MINISO soon—one of the first MINISO Land locations in the country will open at Easton Town Center soon. 

The concept is an immersive, themed, “retail amusement park” that will blend entertainment, multi-brand collaborations (all your favorite characters), and digital interaction. According to a press release, “The retailer [MINISO Land] plans to open a 15,000-square-foot store in Columbus, Ohio, at the end of September or early October … Miniso Land is the company’s large-format, experiential concept featuring large areas themed around IPs such as Stitch and Peanuts, as well as its own YOYO.”

According to Easton Town Center, the store will be located on Level 1 of the Station Building near Bath & Body Works. In addition to blind boxes, trinkets, and themed merchandise, you can expect MINISO original characters. According to the press release, “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.”

They said, “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, CEO 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.” Stay tuned for an opening announcement and updates. 

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