It’s no exaggeration to say that blind boxes are taking the world by storm. With one of the most popular blind box brands, Pop Mart, expanding to over 500 trading locations in 30 countries, it’s safe to say that the demand for these collectibles is no joke.
Like the wonder of a child opening their first holiday present, blind boxes capture the excitement and sentimentality of a mystery gift waiting to be revealed. Join us as we take a deep dive into why these collectibles have generated such a huge buzz.
Gashapon and Blind Boxes
Gashapon machines in Japan | Image from Pexels
Gashapon originated in Japan with vending machines that dispense capsule toys. Anyone purchasing gacha knew what toy line it would be under, but not the exact toy or character that they are going to receive, as the toy capsules are randomly dispensed by the vending machine.
Blind boxes operate in a similar manner—interested buyers can check out the catalog of figures you can get in a toy line, and purchase a blind box hoping to get the figure that they want. Once the packaging is opened, you may often encounter a decorated opaque plastic pack, which you can touch to get a feel for the pose of the figure and to sense if you got what you were hoping for.
Simple, right? But despite the basic concept behind it, gashapon and blind boxes have created a multi-billion dollar industry. The capsule toy market rose to USD 12.1 billion in 2023, and is projected to increase to USD 15.9 billion by 2031, making it one of the fastest growing toy markets in the world. Gashapon and blind boxes have people all over the world trying their luck for cute collectible figures, and it seems like they’re here to stay.
The Thrill of Mystery
What’s in the box? | Photo from Freepik
The excitement of not knowing makes opening blind boxes a memorable experience every time. Blind box packaging shows each toy from the product line, but does not tell you which one of those toys you’ll get, making each unboxing a mini-adventure.
When asked about why she likes blind boxes, Ana, a 28 year-old collector from the Philippines, said, “Not knowing what you’ll get makes it more fun. As you unbox, you anticipate what’s inside—will you get what you want, a limited-edition special item, or an item you’d rather trade? You never know, and that’s part of its appeal.”
Building Communities
Various blind box toys | Photos from Urban Outfiters, Kikagoods and Mueanfun Sapanake
Blind boxes create a sense of community among collectors. People bond over completing sets and finding rare items, usually organizing online groups for buying and trading blind box collectibles. Sellers and traders also regularly hold live unboxings to engage the community and their buyers, where they draw hundreds of viewers and facilitate trades among collectors.
“It’s incredibly rewarding to see customers so excited and engaged,” shared the admin of Mofusand Stuff PH, one of the popular stores and live sellers of Mofusand blind box items in the country. “We also do livestreams because we want to create a better experience for our customers, and it’s thrilling for us as well to witness the excitement build up. It feels wonderful to see that happiness spread to other viewers.”
Cuteness Overload
Hacipupu blind box figures | Image from Pop Mart
The last but most obvious trait of blind box items is their cuteness. Almost every blind box item, no matter what brand or piece of pop culture it depicts, is tailor-made to aesthetically appeal to collectors. From the mischievous faces of Labubu, to the big round eyes and boyish charm of Hacipupu, to the irresistible crying faces of Crybaby—these are just some of the few popular blind box brands that have taken over the scene.
While blind boxes have undeniably exploded in popularity, there’s no telling where the market will go next. Will the unlimited variations and designs of blind boxes be enough to sustain the interest of collectors in the long-term, or will something new come along the way to sway their preferences?
One thing is for sure—blind boxes are continuously gaining popularity, and may be here to stay for years to come.
What’s your favorite blind box brand? Let us know in the comment section below!