Everyday Heroes for the Next Generation

The Mini Maxers are round like a bun, red just for fun, and wear capes because they’re everyday heroes. Each one has a distinct personality, but none of them are assigned a gender, ensuring that their traits—curiosity, bravery, ingenuity, creativity, and kindness—are for everyone.

Enter The Mini Maxers—five everyday superheroes who inspire kids to explore, create, and connect in ways that feel both fun and empowering. Each Mini Maxer represents a different strength, reflecting MAX’s core values of sustainability, friendship, entrepreneurship, innovation, and kindness. The Mini Maxers were designed to be relatable, fun, and aspirational, celebrating diversity and neurodiversity in a way that all kids can see themselves in the characters. Their accessories help express their unique personalities, making them easy to connect with and love.

The Mini Maxers is a concept that grows with kids and is built on friendship, creativity, and discovery—values that shape not just who kids are today, but who they become tomorrow. MAX Burgers wanted to create an iconic kids' concept that could stand the test of time, engaging young minds through play, storytelling, and shared experiences while instilling meaningful values along the way.

From storybooks and activity kits to packaging, in-store experiences, and events, The Mini Maxers span across multiple touchpoints, making the brand experience playful, educational, and deeply engaging. Through them, kids learn that every day can be an opportunity to do good, be better, and make the world a little more fantastic.

By blending education, entertainment, and brand values, The Mini Maxers create a meaningful, long-lasting experience that turns MAX Burgers into more than just a meal—it’s a place where kids can learn, play, and grow.

Deliverables

• Character Development & Storytelling
• Brand Identity & Visual Language
• Packaging Design & On-Site Experience
• Activity Books & Interactive Content
• Brand Activation & Events

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