MediaMarkt aspires for its stores to become a meeting point between community, product and experience, and to this end it has established a collaboration with Milfshakes, the brand of content creator Nil Ojeda, to host the launch and marketing of The Milfos, the collection of blind boxes with collectible figures inspired by the brand’s mascot.

The initiative makes the company the first retailer in Spain to collaborate with Milfshakes and represents the chain’s foray into the global phenomenon of blind boxesa consumption model that plays with emotionality linked to the surprise factor, since the user purchases a package that contains unknown products. The formula, which is based on limited edition and collecting, has led to the growth and international expansion of brands such as Miniso or Pop Mart.

The collection is made up of seven collectible figures inspired by Milfo, the milkshake-shaped character that represents the Milfshakes brand. Each piece measures nine centimeters, and presents Milfo in different outfits, but always with an adventurous attitude. And the series has been structured around its own narrative universe, in which all the figures travel through different environments in search of a secret artifact.

“An Artifact has impacted Earth. We have detected it, but we cannot find it. The Milfos are looking for him. you should too”; they explain from Milfshakes on their website. “Open the box. Find out which one you got. There are 7 explorers out there… and a secret Artifact that appears in 1% of the boxes”.
The collection is communicated with an animated piece that presents the various figures and that presents storytelling.

Thus, consumers will be able to get Milfo dressed as an explorer in the jungle, as a scuba diver or as an aviator with a helmet included. In addition, along with the seven figures, the aforementioned secret artifact will also be distributed, which adds an additional dimension of searching and collecting to the experience and adds to the element of mystery associated with the bind boxes model.

“With this launch we bring to our stores a phenomenon that until now took place mainly in the digital environment, turning the point of sale into a space where these new forms of consumption occur.”, commented Marta Domínguez, Marketing Director of MediaMarkt Spain, in a statement.
Through collaboration with Milfshakes, the chain seeks to incorporate new cultural codes and expand its role as a generator of content and conversation.

“For the first time, this model leaves its natural environment and enters retail. And that’s where the opportunity is: converting traffic into experience, experience into conversation, and conversation into business. Because you don’t just buy a figure. You buy something that you want to open, share… and repeat”; he added via LinkedIn. “This is also about changing the mental framework: stop thinking about what we sell and start thinking about what experiences we generate. Because yes, we sell technology. But we can also generate culture, conversation… and moments. It is increasingly clear to me: the future of retail is not only transactional, it is experiential and it is cultural”.

As the company explains, the blind boxesdue to the limited nature of the product and the purchasing dynamics, favors recurring purchases, which will boost in-store footfall. In addition, it will also promote greater exchange between communities and the generation of content on social networks by turning each acquisition into a shared experience. With this, MediaMarkt seeks to enhance its reach among young audiences, especially in generations Z and Alpha, and link itself to the kidult segment.

The collection will be available in MediaMarkt stores throughout Spain starting on Wednesday, April 29, and to communicate this, the company has deployed a large-format outdoor banner on 77 Santa Engracia Street (Madrid), visible from Monday, April 27. Creativity shows a journey through different collecting phenomena, such as Playmobil, Funko, Sonny Angel and Labubu; and claims the launch of The Milfos as another step in that evolution.

Furthermore, as announced in the statement, MediaMarkt will deploy a special action in its Castellana store on the same day of the launch, with a stand designed in which each Milfo will be exhibited together with its own universe. Likewise, it will collaborate with the content creator Kappah, who from 6:00 p.m. will perform a live unboxing through his TikTok profile together with attendees who have purchased a blind box. Participants must guess which Milfo contains to be eligible to win a gift card.

Milfshakes has also created an online video game that simply consists of “hitting” a kind of gem to obtain points, which can be exchanged for tools that allow you to multiply the score, and in this way, achieve what is necessary to exchange it for some of the figures.