If you have been on the internet at any point over the past few years, chances are you have stumbled upon a video of someone in their car opening up what seems to be a child’s toy and displaying an extremely dramatic reaction to what they see. They could have purchased Labubus, Sonny Angels, Smiskis or even Pokemon cards.
These unboxing videos have gained traction on the internet and draw attention to an incredibly profitable trend of Gen Z consumption – collecting. Collecting has always been a hobby, mostly known in antiquing communities and lovers of art. But the kind of collecting we see playing out on our social media feeds lately is different. It revolves around the buyer having no idea what they will unwrap.
Blind boxes, as they have been dubbed, have been growing in popularity among younger generations and once the psychology of this business model is understood, it is not hard to see why. As the name would imply, when one purchases a bind box, they have no way of knowing what will be inside, which builds anticipation and feeds into a mindset that promotes the “just one more” mentality.
One example of this is the craze around Sonny Angels, small plastic figurines that look like baby dolls wearing different hats. The creators of these collectable items, a Japanese toy manufacturer called Dream Inc., has created different sets of the angels. For example, you do not know which specific version of the figure you will be buying, but you can select one from the “Animal Collection” which narrows down the style you could open.
Each collection also includes an ultra-rare figure called a “secret” which encourages customers to buy as many boxes as possible to try and get an item that is deemed more valuable. This kind of framework feeds off of human psychology and peoples’ desire to complete sets. Sticking with the “Animal Collection” of Sonny Angels, one might buy a number of boxes in hopes of gathering each possible figure.
Though it is possible to get duplicate figures in one order, the thrill of potentially getting the exact outcome that is desired keeps people buying. These collectables are not cheap either, some can range from $15 to $25 a box. Consumers are spending an incredible amount of money on these figures without even knowing what they will get.
There is nothing inherently wrong with this hobby, of course. Collecting has been around for decades and has brought many communities together. The difference in traditional collecting and blind boxes is the aspect of chance and gambling. This in turn makes blind box collecting feel more rewarding than more traditional options, because the consumer knows there is nothing they could have done to change the outcome – it is all up to chance.
There are several theories about why younger generations have found this method of collecting to be superior. For some people, the community surrounding their collections of choice is what keeps them coming back. For example, collectors of Smiski figures bond over events such as Smiski bingo and trading meet-ups. This can no doubt be a way to make friends with similar interests and even a creative outlet as some figures such as Calico Critters all have intricate backstories and personalities.
There is also a huge potential for resale value in this market. As the structure of blind boxes are so uncertain, some collectors opt to go to sites such as eBay or Facebook Marketplace where they can see what they are getting. In these cases, resellers can raise prices on rare or unique items, and customers will pay to eliminate the chance that they will not get the figure they want.
Some have associated these collections with their childhood, as many of the figurines do appear to be toys. Nostalgia plays a large role in this kind of collecting, as some find a way to go back to their childhood through purchasing and taking care of these items. It can be a way for some consumers to revisit the sense of wonder and excitement they may have felt when they were younger.
Although it is a booming market and social media influencers have served to proliferate this trend, there are many criticisms of blind box enthusiasts. These range from the financial strain it can place one under, to the comments about excessive consumerism and what this habit could say about Gen Z as a generation. Some find these figures utterly useless and collectors are quick to defend their hobby stating that critics just don’t understand.
While the toys may serve no functional purpose, customers claim that it is the joy of the hunt that justifies spending money and time looking to complete each set of their choice.