Do you remember when you were a kid and your parents would take you to McDonalds, and the whole ride there you would be thinking about which toy you were going to get in your happy meal?

As we have grown older we have moved away from the happy meals and trading cards, but the desire for thrill and surprise still remains. Tapping into that desire for excitement, the blind box economy has come to fulfil that desire but with a modern twist.

Introducing…

The blind box.

HOW IT WORKS:

These boxes contain one of around six listed items, which are displayed on the box. Whether it is a figurine, a beauty item or even a charm. Whatever you are interested in, there is a blind box out there for you!

The Australian Blind Box market is estimated to be $170M in 2024.

WHAT IS SO SPECIAL ABOUT BLIND BOXES?

The appeal is not only that you can get a blind box in every category imaginable, it is that it offers an experience. 

Using the example of SMISKI’s, every series has a theme (e.g. dressing, living, toilet, bed-time etc.) which creates a persona that reflects the buyer..

A major appeal of blind boxes is the surprise factor. Consumers do not know what specific item they are purchasing, which triggers excitement similar to gambling. This taps into psychological tendencies where people are drawn to the potential of obtaining rare or highly desired items. In addition, there is also a ‘secret’ that is not displayed on the box.

Similarly, the random distribution of items encourages repeat purchases, as consumers try their luck at obtaining a complete collection or a ‘secret’ figure. The allure of mystery and surprise inherent in blind box products enhances their appeal.

The incorporation of themes from anime, movies, and video games into blind box designs has broadened their attractiveness to a diverse consumer base.

THE ALLURE

Blind boxes often come in different themes or series, driving a need to complete the set. So, when you get a duplicate what do you do? They look to communities to swap them. These communities not only allow collectors to bond over their findings but also encourages people to buy more, as they know if they get what they don’t want they can trade it for what they desire, while giving someone the missing piece of their puzzle.

See here for a customer's experience at a ‘Labubu’ release at the POP MART store in Doncaster, Victoria.

THE IMPACT OF COVID-19

The pandemic heightened consumer awareness of products with sentimental value, increasing demand for limited edition or exclusive items. Extended periods spent at home led to consumers exploring new hobbies. With physical retail limitations, e-commerce became an important sales channel, and businesses leveraged digital advertising and virtual unboxing experiences to engage customers.

CONSUMPTION TRENDS

One major factor in this reflects the trend of gamification in retail, where consumers are drawn to interactions that feel playful or competitive, giving a sense of reward. 

The Asian Pacific blind box market sales revenue is approximately $33M USD (approx. $50M AUD) since 2019, and is expected to grow 8% from 2024 to 2031. 

The element of surprise plays a big role in consumer psychology. Similar to the excitement of a McDonalds toy within a happy meal you got as a child, the curiosity and anticipation of seeing whether you get your desired figure creates emotional and social value.

So, as blind boxes are the new adult-equivalent of the McDonald’s happy meal or Pokémon Card, will you be heading over to MOOII or POP MART to secure your first blind box? Or have you already started your collection?

Team Contributor: Mia Moonsamy

Get in touch: mia.moonsamy@arrowvane.com | LinkedIn