HI-CHEW is taking a major step beyond the candy aisle.
Known around the world for its chewy fruit-flavored treats, the iconic confectionery brand is officially entering the collectibles market for the first time through a new partnership with MGA Entertainment’s popular Miniverse line, marking a significant expansion of the brand into one of today’s fastest-growing lifestyle categories.
As HI-CHEW’s first licensed collaboration, the partnership introduces the candy brand to MGA’s Miniverse Real Brands collection, where everyday household favorites are reimagined as highly detailed miniature collectibles.
Leading the collaboration is the limited-edition MGA Miniverse Real Brands Vending Machine, featuring exclusive HI-CHEW-inspired collectibles designed to capture the look and feel of the brand’s recognizable Original Mix packaging.
Inside the teal vending machine, collectors will discover three exclusive miniature HI-CHEW items, including a tiny recreation of the Original Mix peg bag complete with miniature “chewlets” that mirror the colorful candy found inside the full-sized product. The interactive vending machine also includes a miniature credit card that allows fans to dispense the collectibles before arranging them throughout the display shelves.
Compatible with the broader Miniverse Real Brands collection, the vending machine gives collectors the opportunity to continue expanding and customizing their miniature snack displays with additional products from the line.
While the collectible itself offers plenty of fun for Miniverse fans, the collaboration also represents a milestone for HI-CHEW. Rather than remaining solely a confectionery brand, the company is extending its identity into collectibles, giving consumers an entirely new way to engage with one of its most recognizable products beyond simply enjoying the candy itself.
The move reflects a growing trend across the consumer products industry as food and beverage brands increasingly branch into toys, collectibles and lifestyle merchandise to deepen connections with longtime fans. By partnering with one of the collectible market’s most recognizable miniature brands, HI-CHEW joins a growing list of household names finding new life outside their traditional retail categories.
For MGA Entertainment, the addition of HI-CHEW further expands the Real Brands lineup with another globally recognized consumer favorite. For HI-CHEW, it opens the door to an entirely new audience of collectors while offering existing fans a playful new way to celebrate the brand.
The limited-edition HI-CHEW x MGA Miniverse Real Brands Vending Machine is available through the MGA Shop as well as retailers including Walmart, Target and Amazon, marking the beginning of what could be a new chapter for one of the world’s most recognizable candy brands.