Dec 123 min read

Hidden hit or miss

Updated: Dec 13

By Lauren Law and Isabella Zhu Dec. 11, 2024

Hoping for a shiny, limited edition figurine in trendy attire to complete their collection, a toy collector anxiously opens their last blind box. These boxes conceal their content, offering a randomized set of options where consumers are not guaranteed which one they will receive. As the crumple of the box reverberates throughout the room, the toy reveals itself—only to be a common, typical figure that has made its debut for the 20th time. The common figurine is placed beside a row of identical disappointing toys, and the buyer reopens Amazon, placing another order of the same blind box set, which is twice the price this time.

Often featuring small, colorful and decorative figurines, blind boxes have become a staple of modern toy retailing, adding an element of surprise and excitement to toy purchases. Originating in Japan as lucky bags, they have gained global influence, particularly for unboxing videos that became increasingly popular on social media platforms such as YouTube and TikTok. Social media popularity can increase consumer’s enthusiasm for the product, which in turn increases stocks for the blind box market. For instance, when China’s diving gold medalist for this year’s Olympics, Quan Hongchan, revealed her collection of blind box turtle toys over a live stream, sales to surged overnight: more than 100,000 of the toys were purchased by fans, according to East Asian broadcasting website Sixth Tone.

Moreover, blind boxes are brought into physical stores, ranging from a few dollars to a few hundred. As of 2016, China introduced Popmart, a Chinese brand known for its more expensive, premium blind boxes targeted for serious collectors and enthusiasts. Additionally, Miniso and Funko introduced lower-cost options for simple and smaller figures, often featuring licensed characters. Similarly, beauty store Sephora followed up on the trend by integrating blind boxes for their products, like their Set and Cream makeup bundles, granting each one a different set of unrevealed products. Thus, the global market for blind boxes totaled $13.5 billion this year and is projected to reach $31 billion by 2031, according to Verified Market Research.

Additionally, limited edition blind boxes feed into the sense of accomplishment and triumph that comes with winning. By perpetuating this acquisition, consumers are tempted to spend more money to obtain rare figurines, states the 7th International Conference on Economic Management and Green Development proceedings. The National Library of Medicine further revealed that blind boxes may pose a potentially higher risk of suicide and depression, due to their addictive nature. Referred to as miniature gambling devices, these toy boxes feed into addiction because they grant multiple possibilities, attracting consumers for the thrill of the unknown and a sense of novelty, per the Francis Academic Press of Business and Technology.

“I love the thrill of surprise when opening blind boxes; the uncertainty of what is inside makes the experience far more enjoyable than purchasing something directly. I like collecting ‘Sonny Angels,’ and it is even more exciting to guess which figurine is inside, instead of directly picking one,” Freshman Sophie Law said.

With this, blind boxes come with several drawbacks for consumers: many of them are non-refundable, leading to frustration if the same figure is received repeatedly, ultimately leading to a disappointing and costly experience. Additionally, some consider these childish or impulsive purchases, appealing more to collectors or those seeking novelty rather than offering long-term value, according to the School of Visual Arts.

“Despite their cute designs and trendy attire, blind boxes are too expensive. Generally, consumers are at a high risk of receiving a figure they do not want, which usually wastes their money’s worth. Buying something when you know what will be received is more enjoyable,” Junior Angela Fong said.

Ultimately, blind boxes offer a unique blend of excitement and frustration, keeping consumers on a perpetual hunt for the next big surprise. Whether it is the thrill of unboxing a rare figurine or the letdown of receiving a common one, the process taps into the physiological rush of uncertainty. With their non-refundable nature, blind boxes add a gambling element that risks financial loss on a product, yet the market continues to evolve past simple toy phenomena into a compelling and daring consumer trend.

About the Contributors

Lauren Law like to listen to music and hang out with friends. Her favorite artists are SZA and Drake

Isabella is a Staff Writer/Artist, and this is her first year in Journalism. Isabella is deathly scared of running, but does cross country anyways. Her favorite things to do outside of journalism are eating, walking, and sleeping.

Ryan Park is an Artist for Advanced Journalism in Leland High School. He wants to be able to improve his drawing skills during his time in Journalism. He likes watching anime, hanging out with his friends, and going to the gym.