These superhero fans are Lo-ki crazy: MINISO’s Marvel line launch met with absurdly long queues

Snaking queues? Ain’t no thing. Singaporeans have shown time and time again that they are at peace with monstrously long lines, so long as they can get their hands on a coveted limited edition tee, a pair of just-released Yeezy shoes, or even a free branded Jollibee toy.

This time ’round, the masses gathered for today’s launch of Marvel-themed merchandise at low-cost variety store Miniso. While there are many locations of the shop across the city, this limited edition line is only being stocked at the Miniso stores in Vivocity and Waterway Point.

The new superhero-themed collection features an assortment of clothing and home goods, including Spiderman-branded mugs, Captain America phone cases and Avengers t-shirts and tumblers.

According to this post by local Facebook group Singapore Atrium Sale, by 11.53am (53 minutes after the collection went on sale) today, the queue at Waterway Point in Punggol was already stretching way, way out of the store.

As an indication of the collection’s popularity, Miniso even had to put out a “three items [from the collection] per customer” limit to manage the demand on its stores’ supplies.

It’s not yet known when — or even if — the collection will be made available at other Miniso outlets at a later date, but the Chinese retailer — no, it isn’t Japanese, the same way America’s Häagen-Dazs doesn’t actually have any European roots — has hinted that it won’t be long before the Marvel-themed goods will be sold in other Miniso stores in Singapore.

Responding to a Facebook user on its official brand page in Singapore, Miniso said: “The Marvel series will be launching first at Vivo City and Waterway Point outlets and will be available at all stores soon. Please stay tuned on our Facebook and Instagram.”

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