Global lifestyle brand Miniso has launched a new flagship store in the heart of Sydney.

The new Wynyard store, on George Street in the CBD, opened last Thursday, with hundreds of customers lining up to celebrate the launch.

Miniso, known for its collectable plushies and collaborations with fan-favourite brands including Disney and Hello Kitty, opened its brand new store while celebrating the launch of its Star Wars collection.

Sydneysiders rushed to the opening to get their hands on a variety of collectables.

“Our new YoYo collectibles have been generating a lot of excitement in-store, particularly among collectors and trend-focused shoppers,” Glen McCormack, CEO of MINISO Australia, told Sky News Australia.

“We’re seeing customers lining up to complete sets and hunt for rare pieces, which has created a really fun atmosphere around the launch. Limited-edition licensed products tied to our Hello Kitty and Star Wars collections have also been highly sought after.”

Mr McCormack revealed there has been a “real sense of excitement” over the launch.

“We’ve seen such strong engagement from customers since opening, with people really embracing the immersive retail experience and the breadth of products available in the flagship space,” he said.

“There’s been a real sense of excitement from Sydneysiders – not only from long-time MINISO fans, but also from new customers discovering the brand for the first time.

“The energy in-store has been fantastic and it’s been wonderful to see the community connect with the brand in such a meaningful way.”

Sydneysiders took to social media to share their excitement at the launch.

“I swung by during my lunch break and [the store] was packed with trending finds,” one shopper said.

“A dream destination for anyone who loves aesthetic character merch.”

Another remarked: “The store had me feeling like a big kid… and everything is functional not just cute.

“Luggage organisers, towels, mirrors, floss, lip balms, hand creams, hair clips and face masks.

“What a dopamine high is it to buy cute things that you actually need.”