Zuru in June released a “Gold Rush” edition of three dozen gold-toned rare minis. Previously it also released a toy minis line featuring miniature Crayola boxes, Frisbees, and other iconic toy brands.

There had been plenty of earlier examples of toy companies using supermarket products in kid’s playthings, said James Zahn, deputy editor of the Toy Book, and senior editor of the Pop Insider. We know the brand’s on fire, but we don’t want to just saturate the market,” she said. “We need to make sure we manage that very fine line around scarcity,” by placing special editions like the Gold Rush in select retailers for very limited time periods, she said.Sa insbury's Indulgence Milk Chocolate Ice Cream – 71%. Most enjoyed the creaminess of these lollies, but just over half found the coating too thin. 57p per ice cream. Available from Sainsbury's .

Zuru’s twist on the food miniatures idea was to make exact replicas of the supermarket brands, down to the nutritional information and the bar codes.The toys have become such a phenomenon that food brands that passed on the licensing request initially have since approached Zuru asking that their products be included in future editions of the toy. Our taste test shows that Magnum is a safe bet if you're after a satisfying summer treat. But Lidl's cheap ice creams came a close second, with both rated a cut above the rest for flavour. Best Buy: Magnum Classic Ice Cream – 79% Live well for less – sign up to our free food and health newsletter for monthly insights and advice, plus the latest taste tests Toy industry experts Silver and Zahn both expect the Mini Brands popularity to continue through this year and beyond.