The phenomenon itself is not new. Several generations have bought collector's cards without knowing which football players or Pokémon figures are hidden in the packaging. Today, both clothing and candy are sold in secret boxes, but perhaps the most notable are collector's toys such as Labubu, Smiski, Skullpanda, and Sonny Angel.
It's based on a surprise moment, of course. In addition to the purchase, the unpacking becomes an experience in itself, says Magdalena Petersson McIntyre, lecturer in fashion science at Lund University, who has researched packaging.
Tension moment
She sees that the blind boxes have grown large with the help of so-called unboxing videos - film clips where a person unpacks things that have been bought. It's something that has existed for several years, even with products where the content is not secret. But opening a box where you don't know what's inside creates an additional tension moment.
The opening itself becomes even more of an experience when it can be shared with many people through social media.
It also attracts new purchases - and many new purchases. In 2019, Pop Mart, the company behind Labubu, among other things, commissioned the market research company Frost & Sullivan to conduct a survey among more than 1,000 consumers. It showed that around 70 percent of those who buy collector's toys would buy blind boxes three times or more to get the figure they wanted.
Critics warn that the lottery-like sales attract buying more in a way that can be likened to gambling addiction.
Serious phenomenon
Johanna Hållén, secretary-general of the Swedish Consumers, thinks that the emergence of blind boxes is worrying.
I think the phenomenon itself is serious and it's worrying that it has become so common and that it's about such large amounts of money.
Even though the collector's figures are aimed at an adult customer base, many children also want them. The Swedish Consumers are calling for clearer regulations.
The marketing is much more aggressive today. Now, children are flooded with advertising and marketing everywhere in society and are much more unprotected. Therefore, one must be extra careful and increase consumer protection. It needs to be reviewed to protect children.
