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Inside Miniso’s superhero strategy

Chinese discount homewares retailer Miniso has just launched its collaboration with entertainment brand Marvel in Australia, with products based on Captain America, Spider-Man and Thor currently available at The Galeries in Sydney, with further releases to come in Parramatta in western Sydney and Chadstone Shopping Centre in Melbourne.  The Marvel x Miniso collection, which features more than 300 products (with another 500 slated for launch), is part of a broader strategy of brand collabora