Opinion: The craze behind blind boxes
What started as an innocent excitement over unboxing a small keychain or trinket has morphed into an obsession with collecting and opening more and more figurines that are notably much more costly than the surprise toys from our childhood years. According to Yue Wang, an assistant professor at USC, with these blind boxes averaging about 20-30 US dollars, it is no wonder why Popmart, a popular China-based figurine-selling company, has a net worth of approximately $22.7 billion.
But what about these blind boxes causes people to spend hundreds of dollars on toys? One prominent factor is the role of human curiosity. The images of the different versions of a toy that a consumer can receive add to the experience of mystery and suspense when revealing what is inside. According to consumer psychologist Xiyun Gong, this appeal of mystery stimulates interest, and curiosity influences a consumer's incentive to buy the blind box.
However, curiosity alone does not cause a global trend. In addition to blind boxes being incredibly intriguing, they have also become incredibly popular. Across all platforms of social media, you can watch thousands of videos of people unboxing their surprise figurine. With all of these popular influencers unboxing their new keychains, viewers see the online presences that they look up to all with the same accessory on their purses and bags.
After watching a countless number of people form a community over their matching trinkets, it is no wonder that the Vice President of the merchandising company Team SCG referred to these blind boxes as 'not just a plush, [but] a status symbol.' Consequently, because of these connotations of blind boxes, they are not only used for one's own pleasure, but also to satisfy a desire to fit into society.
Finally, the designs themselves of Smiskis, Sonny Angels, Skull Pandas, etc. are also attractive as they are a part of what is known as the 'cute market.' Started in the world of kawaii and Japanese culture, many characters such as Sanrio, Pokemon, and Hello Kitty are coveted for their cute faces and designs – and the new wave of blind boxes is no different. Since people find the blank faces of smiskis and the different themed head pieces of sonny angels so adorable, they bring out one's 'inner child,' or the positive, nostalgic emotions and comfort of childhood. This unleashing of the 'inner child' can bring about even more obsessive and emotional attachment to these blind boxes.
My own mother has fallen deep into the rabbit hole of blind box nostalgia, even going so far as to dress up her labubu in different outfits depending on which purse she chooses to clip it on for the day. These behaviors may seem completely acceptable to some, even fun or entertaining.
However, others view it as embarrassing and look down upon blind box consumers. Whichever way a person falls on this opinion, it is important to note that all good things should be done in moderation. It is true that too much consumerism of a singular merchandise can lead to 'fast fashion' and the discarding of these toys when a person grows tired of them, or the trend dies out.
But, blind boxes can genuinely give a person an outlet to receive positive emotions linked with their curiosity and childlike innocence. Kanesaka said that blind boxes are able to ' provide a small way to introduce magic into the ordinary and [allow people] to find community through sharing, trading, and displaying them with other people.' With this quote in mind, the appeal can be seen as understandable. Still, it is wise to tread lightly when interested in the world of blind boxes, before spending too much on one good thing. Related
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USA Today
5 hours ago
- USA Today
New Labubu blind boxes available tonight, Aug. 19. Here's what to know.
Pop Mart will be restocking and selling several of their Labubu blind boxes, which usually sell out instantly, on the Pop Mart app. The popular toy will launch on Tuesday, Aug. 19, at 10 p.m. ET, according to Pop Mart's website. The purchases can be made only on Pop Mart's app, which can be downloaded on your phone through the Google Play Store or the App Store. Before attempting to purchase a Labubu, make sure the app is updated and functions properly. One Labubu blind box, "Have a Seat," will be available to order, and two other blind boxes, the "Big into Energy Series" and "Exciting Macaron," will be available for pre-order. A blind box hides the exact content of the package until the customer opens it, sometimes revealing an especially rare item in a series. Is your Labubu real? We spot differences between Pop Mart dolls and 'Lafufus' How much will the Labubus cost? A single box of the Have a Seat, Big into Energy Series or Exciting Macaron will cost $27.99, not including taxes or shipping and handling, according to the website. However, folks who would like to purchase a whole set, which includes six different blind boxes, will have to pay $167.94. Purchases over $29 made on the Pop Mart app and website will receive free shipping. Which Labubu/The Monster blind boxes will be available for order? The following blind boxes will be available for purchase Tuesday night, Aug. 19: Available Tuesday afternoon, Aug. 19 is the "THE MONSTERS Let's Checkmate Series-Pendant Blind Box," which is a chain with a small pendant that can be hung from purses and other accessories. The item retails for $18.99. What is a Labubu? Labubu is a doll that resembles a monster, featuring a large head, sharp teeth and prominent eyes. The Labubu keychains everyone is obsessed with are furry and come in different colors, shapes and sizes. Pop Mart has sold small Labubus, some shaped like shrimp tempura, carrying Coke products, dressed as pumpkins and more. Some people might say the doll looks a bit scary, while others think it's downright adorable. The doll was designed by Hong Kong artist Kasing Lung roughly a decade ago. But today, Labubus are sold worldwide by the Beijing-based toy maker Pop Mart, as part of their 'The Monsters' line. What are blind boxes? Blind boxes can contain toys or figurines from different properties, from well-known characters like Hello Kitty and Winnie the Pooh and their friends, to popular manga characters like Monkey D. Luffy from "One Piece." Some of the blind boxes' contents may be rarer than others, which can increase their value and the amount collectors are willing to pay for them if they're resold online. Labubu blind boxes are currently being sold worldwide by Pop Mart as a part of "The Monsters" line. Be wary of knockoffs Labubu dolls have become so popular that they've attracted the attention of resellers. To ensure you are purchasing authentic Labubu or "The Monsters" merchandise, purchase the dolls directly from Pop Mart, its TikTok account, Amazon store or other major retailers. The launch, scheduled for the night of Aug. 19, will be available only on the official Pop Mart app.
USA Today
6 hours ago
- USA Today
Labubu set to become billion-dollar business as sales surpass Barbie, Hot Wheels
Labubu is on track to become a billion-dollar business by the end of the year as sales surpass Hot Wheels and Barbie dolls, parent company Pop Mart reported Aug. 19. Labubus are collectible plush toy dolls manufactured and sold by Pop Mart. They're currently experiencing worldwide viral success and are nearly impossible to get. Retailers are even creating their own counterfeit versions of the dolls called Lafufus to cash in on the demand. Some of the most popular Labubus come in blind boxes, encouraging enthusiasts of the dolls to buy them again and again. They're the subjects of a forthcoming animating series and feature film. Celebrities like Paris Hilton, David Beckham and Kim Kardashian have been seen with the dolls. Teenagers commonly wear key chain versions of the dolls pinned to their belts or purses. Pop Mart's profits skyrocket in 2025 In a financial report released on Aug. 19, Pop Mart said it has seen a net profit of 396% and a 204% jump in revenues due to Labubus, which have generated 4.81 billion RMB ($670 million) for the company so far this year. Labubus made up more than 30% of the company's total revenue. Pop Mart stock is also up 200% since the start of 2025. In written statement, the company said 'we remain committed to refining operations' and 'launching superior designs' to unlock the value of doll's further potential. Labubu sales surpass Barbie, Hot Wheels The numbers are remarkably high for the toy industry. Mattel, one of Pop Mart's key competitors, reported a decline in Barbie sales last month compared with the same quarter last year. Gross billings from its doll sales came in at $335 million worldwide, while toy cars, including Hot Wheels, generated $407 million, up 10%. Still, those numbers fall short to the kind of cash Labubus are raking in. When did Labubu dolls become popular? Labubus were inspired by elves from Nordic folk stories and created by Kasing Lung. They first came to prominence in 2015 as part of an illustrated book series called "The Monsters." In 2019, Lung partnered with Pop Mart to create the dolls. While the dolls were always popular, they didn't take off in China until 2022, after the COVID-19 pandemic. From there, they gradually became a global sensation.
Indianapolis Star
6 hours ago
- Indianapolis Star
Labubu set to become billion-dollar business as sales surpass Barbie, Hot Wheels
Labubu is on track to become a billion-dollar business by the end of the year as sales surpass Hot Wheels and Barbie dolls, parent company Pop Mart reported Aug. 19. Labubus are collectible plush toy dolls manufactured and sold by Pop Mart. They're currently experiencing worldwide viral success and are nearly impossible to get. Retailers are even creating their own counterfeit versions of the dolls called Lafufus to cash in on the demand. Some of the most popular Labubus come in blind boxes, encouraging enthusiasts of the dolls to buy them again and again. They're the subjects of a forthcoming animating series and feature film. Celebrities like Paris Hilton, David Beckham and Kim Kardashian have been seen with the dolls. Teenagers commonly wear key chain versions of the dolls pinned to their belts or purses. In a financial report released on Aug. 19, Pop Mart said it has seen a net profit of 396% and a 204% jump in revenues due to Labubus, which have generated 4.81 billion RMB ($670 million) for the company so far this year. Labubus made up more than 30% of the company's total revenue. Pop Mart stock is also up 200% since the start of 2025. In written statement, the company said 'we remain committed to refining operations' and 'launching superior designs' to unlock the value of doll's further potential. The numbers are remarkably high for the toy industry. Mattel, one of Pop Mart's key competitors, reported a decline in Barbie sales last month compared with the same quarter last year. Gross billings from its doll sales came in at $335 million worldwide, while toy cars, including Hot Wheels, generated $407 million, up 10%. Still, those numbers fall short to the kind of cash Labubus are raking in. Labubus were inspired by elves from Nordic folk stories and created by Kasing Lung. They first came to prominence in 2015 as part of an illustrated book series called "The Monsters." In 2019, Lung partnered with Pop Mart to create the dolls. While the dolls were always popular, they didn't take off in China until 2022, after the COVID-19 pandemic. From there, they gradually became a global sensation.
