Global variety store Miniso is celebrating the launch of its first U.S. shop centered entirely on the world of Sanrio.

Following a May 3 grand opening event, the new American Dream store in Court B, Level 1 features a range of products inspired by popular characters like Hello Kitty, Aggretsuko and My Melody.

As part of the festivities at the Meadowlands mall, attendees were given complimentary blind boxes, played interactive games and enjoyed dance performances.

Additionally, there were several photo ops in the mall’s atrium, including a swimming pool-themed setup and a 16-foot-tall Pen Pen, a character from the Mini Family.

Media and influencers were also provided a chance to explore the new store and snap pictures and videos of their discoveries.

Founded 11 years ago in China, Miniso has more than 5,800 stores worldwide. It sells a variety of design-led lifestyle items, such as toys, cosmetics, stationary, kitchenware, home goods and snacks.

The American Dream store is part of a strategic move to expand intellectual property (IP) collaborations within the U.S. market.

Over the past year, Miniso introduced several brand tie-ups in North America. It found creatively integrating the collaborations – including with Snoopy, Barbie and Care Bears – into product and store design enhanced the shopping experience and promoted sales growth.

More from the megamall:

• American Dream theme parks designated ‘Certified Autism Centers’
• Francesca’s opens latest store in NJ
• Hot pot chain Little Sheep opens at American Dream
• American Dream to host Sesame Street’s 1st-ever educational play center
• American Dream opening pays tribute to NJ’s status as ‘diner capital of the world’