If you’ve seen videos of people tearing into tiny toy packages online, or noticed teens obsessing over pastel-coloured figurines at the mall, you’ve probably encountered the global craze for blind box toys.

These small collectibles — usually figures of cartoonish characters — are sold in sealed packaging that hides which specific item is inside. You might get the one you want, or you might not. That uncertainty is part of the thrill.

Unlike traditional toys, these figures are marketed as collectibles. Many are part of themed series, with some designs labelled as “rare” or “secret,” appearing in as few as one in every 144 boxes. This sense of exclusivity fuels repeat purchases and has spawned a resale market where rare figures can command hundreds of dollars.

Popular among children and adults alike, blind box toys have grown into a billion-dollar industry. One of the more popular brands is Pop Mart, a Chinese toy company founded in 2010 known for its collectible designer toys sold in mystery packs.

Gen Z consumers, in particular, have embraced blind box toys both as a nostalgic pastime and as a form of legitimate collecting. The proliferation of unboxing videos on platforms like TikTok and YouTube, where creators open dozens of blind boxes on camera, has added to their appeal.

For many fans, these toys offer more than just cuteness: they also provide suspense, surprise and a rush of dopamine with every box opened. But how did this niche product become a global obsession?

The origins........

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