Blind boxes contain a mystery product whether it’s a figurine, mini keychain, plush, etc. Some are part of a specific series while others are under a brand. As we live in the most materialistic generation, blind boxes please the obsession of GenZ and often get sold out. Like blind boxes, let’s take a look at SURPRISING facts!
It first originated in Japan during the 1980’s. They made their version of the blind box with the fukubukuro (lucky bag). Besides serving as a lucky bag, the fukubukuro is also a business strategy to manage leftover inventory and promote new items. Another version the Japanese made is the gashapon which is a vending machine that dispenses random toys from coins. Over time the concept has reached internationally. Chinese toy company Pop Mart exhibits this as they are placed all over the world from Paris to San Diego. Unlike other blind box sellers, Pop Mart has a wide variety of selections as they create pop culture products from renowned global brands basing them off of classic characters that entice the young hence why ages 10-20 account for 85% of customers. Because of the rise in social media and unboxing videos, this has increased their popularity.
They are literally just tiny items placed randomly in boxes so why are they so popular? The item stimulates consumers' behavior of wanting to complete the collection as well as the feeling of surprise leaving it to be addicting. According to e-commerce leader, Tmall, $3,100 is spent per year by an average of 200,000 shoppers. 54% spend $50-$100 while 22% spend $500-$1,000. The unboxing experience is truly unpredictable which adds excitement. Spending thousands on these little things can only be from wanting to complete the whole set. Overall the blind box economy is set to reach $4.3 billion in 2024.
Personally I love blind boxes! I first started with getting a My Little Pony one and the thrill is very much addictive. They are such an amusing hobby to have and the Sanrio series are my absolute favorite. Miniso is definitely my go-to for them as they have the best Sanrio boxes especially My Melody (see the cover lol). But also the whole aesthetic and cuteness of everything they have are just so hard to resist. I don’t consider myself a serious collector but it’s always nice to have the anticipation of not knowing. With such adorable series, how can you complain about what you're going to get? It’s so satisfying seeing my own unique collection of pulls and just the adventure of it. I definitely recommend getting one for fun!
Where to get blind boxes:
Pop Mart
Kidrobot
Miniso
Neko Stop
Kouhigh Toys
Leanna Lin’s Wonderland
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sources:
“My Melody Afternoon Tea Blind Box.” In Kawaii Shop, 2023, www.inkawaiishop.com/products/my-melody-afternoon-tea-blind-box.
history of blind boxes:
Tse, Ashley. “Diving into Blind Box Culture.” Generasian, 24 Mar. 2023, generasian.blog/2023/03/24/diving-into-blind-box-culture/#:~:text=This%20earliest%20form%20of%20the.
Becker, Antoaneta. “What Are Blind Boxes and Why Did They Get KFC Cancelled?” Focus - China Britain Business Council, Focus - China Britain Business Council, 25 Jan. 2022, focus.cbbc.org/what-are-blind-boxes-and-why-did-they-get-kfc-cancelled/#:~:text=The%20roots%20of%20the%20blind.
why blind boxes are popular:
Wear, Matthew. “What Is a Blind Box? And Why Are They so Popular?” Toys for a Pound, Toys for a Pound, 10 June 2024, toysforapound.com/blogs/news/what-is-a-blind-box-and-why-are-they-so-popular#:~:text=Blind%20boxes%20often%20feature%20a.
blind box economy:
Cognitive Market Research. “Global Blind Box Toys Market Report 2024 Edition, Market Size, Share, CAGR, Forecast, Revenue.” Cognitive Market Research, 17 Oct. 2022, www.cognitivemarketresearch.com/blind-box-toys-market-report.
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