Minifest It!

Toy powerhouse MGA Entertainment is launching a new brand platform called “Minifest It!”, bringing the Miniverse brand alive.
Driven by the insight that the world can be bleak and manifesting is more popular than ever, MGA and its creative partner VIRTUE Worldwide made this insight tactile through the power of Miniverse: showcasing how the iconic toy line helps consumers ‘Minifest It!’ by building their own world, playing out their dreams by starting small and always thinking big.

By creating a miniature stage to dream on, VIRTUE tapped three notoriously ‘delulu’ internet darlings - Mr. Fantasy, Dorinda Medley, and Jean-Luc - for three hero :60s infomercials that combine absurdity, irreverence, and a positive message that lets everyone know that with Miniverse, anything is possible:

Mr. Fantasy: We see this mysterious musical artist in all his eccentricity share how he Minifested his way into being a rock god. From exploring his passion as a baker, then a pet store owner, he finally realized his dream to be a rockstar with the help of Miniverse (and a very cute newt).

Dorinda Medley: We see this icon of Pop Culture, Real Housewife and return contestant for “The Traitors”, in her dream scenario, a universe small enough to manage, but fabulous enough to show off. Dorinda shares how she deserves the best, so she Minifests the best with her diner set up, incorporating her infamous one-liners along the way.

Jean-Luc: The New York TikTok sensation, also known as ‘NYC Clout Guy’, embodies his character as he Minifests his own reality of making ‘marry me’ chicken dinner for his boo, only to have his boo do it for him.

‘Minifest It!’ combines the nostalgia and modern love for infomercials with Japanese game-show aesthetics, carving out a unique space for the brand.

The campaign launches nationally across digital, social, and CTV.
‘Minifest It!’ is the latest campaign from MGA x VIRTUE that brings the same disruptive energy as previous campaigns, including DissMas with The Rizzler , EGG$$$$$ with Nova Starr, and even our latest collab with Tiny Chef.

Jos Hackbarth, Chief Marketing Officer at MGA Entertainment: “At its heart, Miniverse is a make-and-display brand – a world where creativity becomes collectible. This campaign brings that to life, inviting fans to manifest their imagination, one mini creation at a time.”

Kerry Tucker, Co-President at VIRTUE Worldwide: “Manifesting has become a cultural coping mechanism, and with ‘Minifest It!’, we wanted to turn this idea into an action. This campaign takes the internet’s love of dreaming big and gives it a miniature stage to play on, showing that Miniverse lets fans play out their dreams, one tiny creation at a time.”