Irrate consumers take aim at Target Australia over controversial Mini Brands collectables

Target Australia has faced heated backlash over its launch of plastic collectable product Mini Brands, months after Coles axed its Little Shop promotion.

Target Australia has come under fire over its launch of a controversial collectable product similar to Coles’ widely condemned Little Shop promotion, which ended last year due to environmental concerns.

The Mini Brands toys, each containing a haul of mystery mini grocery items, have grown rapidly in popularity in the US in recent years, having attracted viral attention on TikTok.

The hype has seemingly not translated to the Australian market however, with irrate consumers expressing passionate objection over their “bad and harmful” implications.

Many Australians first caught wind of the product launching in Australia when TikTok creator Kate Murdock, who runs the account itskatematee, promoted it in a video.

Target is under fire for stocking Mini Brands. Picture: TikTok/Mini Brands

Target is under fire for stocking Mini Brands. Picture: TikTok/Mini Brands

Ms Murdoch’s paid TikTok, which featured the brand’s new series that launched last month, was heavily criticised for promoting the plastic-based product.

Inside the mystery ball she purchased was a mini container of Chupa Chups, Blue Diamond almonds, Dum Dums lollipops, MoonPie and Super Sour Double Drops.

While Ms Murdoch described the tiny replicas “cool” and “so cute”, her audience could not have disagreed more.

“Why does this video make me so mad?” one social media user responded, while another described the product an “environmental nightmare”.

“How many times do we gotta keep telling you NO,” someone else wrote in a comment.

“I could rant for hours about how mad this brand makes me,” another said.

Target has infuriated consumers with its launch of Mini Brands in Australian stores. Picture: NCA NewsWire/Dan Peled

Others were disgruntled over the mystery balls not containing Australian products.

“I’d only buy these if they actually included Australian brands rather than American,” one wrote.

Some pointed out that while some items were available in Australia, each was imported from overseas.

Target Australia has been contacted by news.com.au for comment.