Sixteen deeply engaged members from the Mediterranean Marketing Club (CMM) visited Miniland, a family-owned Alicante company with a proud 60-year track record. Headquartered in Onil, Miniland stands as a leading reference in educational toys and child care, respected by professionals and families alike for its commitment to quality, safety, and meaningful play. The visit highlighted how a regional business can grow into an international brand while maintaining strong local roots and a steady focus on the developmental needs of children.
This excursion was part of the club’s approach to insider learning, offering its members first-hand exposure to successful Valencian Community enterprises. The objective is clear: showcase marketing and innovation strategies that have evolved in step with social changes, guided by top professionals in the field. The experience provided tangible case studies for CMM members on how to blend branding, consumer insight, and responsible business practices to build lasting value in markets across Canada, the United States, and beyond. The exchange underscored the importance of staying connected to regional success stories while thinking globally about growth and impact.
During the meeting, Victoria Orruño, Miniland’s Marketing Director, delivered a thoughtful keynote titled “Miniland, Marketing with Values.” The session was complemented by a pre-conference coffee, offering participants a casual setting to digest ideas and network before the formal program began. After the address, attendees toured Miniland’s facilities, gaining insight into a company that has earned national and international recognition in the fields of educational toys and child care. The visit demonstrated how product design, safety standards, and user-centric innovation coexist within a family-driven business that values collaboration with educators, caregivers, and families alike.
Miniland Group’s legacy spans more than six decades, underscoring a sustained commitment to social responsibility in education. The company has recently been honored with the Teaching Awards 2023 for a socio-educational commitment that aligns with its mission to empower children through play-based learning. It was also named a finalist for the American Toy Awards Toy of the Year (TOTY) in the early childhood category for ages 0-3, a distinction commonly referred to as the industry’s Oscars. The brand frames its mission as a small grain of sand that, together with others, can create a broader, positive impact on society. With this philosophy, Miniland emphasizes a future without barriers while actively involving families, teachers, and caregivers in its ongoing work. In 2023, its Color Edition dolls and figures collection earned the Toy of the Year accolade once again, reinforcing the company’s reputation for high-quality, inclusive products that resonate with diverse audiences.
Today, the Mediterranean Marketing Club remains a key reference for marketing professionals in the Valencian Community. With more than 250 partners and a turnover approaching six billion euros each year, the organization connects brands and leaders across sectors. A substantial portion of its member base—about 38%—comprises companies with more than 25 years of experience, and roughly 31% are large-scale enterprises. The club coordinates more than 40 events annually, delivered in varied formats and across multiple cities, reflecting its commitment to continuous professional development and knowledge sharing. Since joining the club in 2019, the collaboration has strengthened ties with the regional business ecosystem and expanded opportunities for innovation-driven growth across markets in North America and Europe. [Attribution: Mediterranean Marketing Club and Miniland Group records]