Minono Kids

Minono Kids began as a heartfelt dream inspired by family, creativity, and the joy of childhood. Founded by Irma Norton and Renata Torres, the brand takes its name from her beloved grandfather, Minono, whose legacy of love and craftsmanship continues to inspire every creation. What started as a small handmade project quickly grew into a thriving business, known for its charming collection of stuffed animal bunnies. Every bunny tells a story, carrying with it the warmth of tradition and the spirit of imagination.
The brand’s success lies not only in its adorable products but also in its purpose. Minono Kids empowers local women artisans who bring each bunny to life by hand, fostering both community growth and sustainable practices. With the addition of seasonal clothing and DIY kits, families are invited to take part in the creative process, making every Minono experience personal and meaningful. Today, Minono Kids stands as a symbol of love, craftsmanship, and imagination. Proof that when passion and purpose come together, they can create something truly magical that spreads joy across generations.
Get to know Irma & Renata and hear their advice for other small business owners in their Q&A!

1. When did you start your business?
Minono Kids was born in 2017 in León, Mexico, from a very personal dream and a deep family connection. What started as a small creative project quickly grew into something much bigger, a brand that brings love, imagination, and meaning to children and families everywhere.

 2. Why did you decide to start your business?
I started Minono as a tribute to my beloved grandfather, whom I affectionately called “Nono.” He represented kindness, creativity, and unconditional love, values I wanted to pass on through every bunny we make. Minono is not just a toy brand; it’s a way to keep love alive through connection, memories, and play.

 3. What is your favorite memory in the business?
One of my favorite moments was seeing a little girl hug her Minono bunny for the first time and refuse to let go. Her mom told me it became her comfort toy during bedtime and trips. Moments like that remind me that we’re not just making dolls, we’re creating emotional bonds that last.

 4. What is the most rewarding part of running a small business?
The most rewarding part is seeing the impact of our work on families and on our team of women artisans. Knowing that Minono helps other women provide for their families, while doing something creative and meaningful, fills my heart with gratitude.

 5. What is the hardest part of running a small business?
Balancing everything, production, design, marketing, and logistics, while keeping the heart of the brand intact. It’s a constant dance between creativity and structure, but every challenge teaches us something new.

 6. How does the business get to positively impact your community?
Our team is made up mostly of women, mothers, daughters, and caretakers—who handcraft each bunny with love. Many of them work from home, allowing them to care for their families while earning a fair income. Supporting Minono means supporting women, families, and the preservation of handmade craftsmanship in Mexico.

 7. Biggest challenge in the business?
Scaling while staying true to our handmade essence. As demand grows, we’re constantly finding ways to expand production without losing the personal touch that makes every Minono special.

 8. What makes your business different from your competition?
Minono isn’t just a plush toy, it’s a friend. Our seasonal wardrobes allow kids (and parents!) to continue engaging with their Minono over time, dressing them up for new adventures. It creates a long-term emotional relationship, not just a one-time purchase.

 9. Best tip for others in business?
Stay true to your “why.” Trends change, markets evolve, but if your purpose is clear and rooted in love and authenticity, your business will naturally find its way.

10. What’s something you wish someone had told you or that you wish you had learned earlier?
That growth takes time, and that’s okay. The process, the small steps, the lessons, the setbacks, is where the real magic happens. Every challenge has shaped Minono into what it is today.

11. How did the SBDC help you on your venture?
The SBDC has been an incredible support for us. It helped us gain clarity on where Minono is headed, organize our ideas, and find new opportunities. They connected us with amazing people and gave us direction for our next steps. Their guidance has truly helped us grow with confidence and purpose.

12. What’s a food you could eat forever?
Definitely French fries, all kinds! Simple ones, loaded ones, curly ones, cheesy ones... I could honestly eat fries every single day and never get tired of them.