By Shanice Johnson
Opening a present on your birthday or Christmas as a kid is definitely one of the most exciting parts of childhood. The anticipation of seeing if you get the toy that you asked for, then the moment you rip the wrapping paper to reveal the item is exhilarating. Sadly, as you get older, that thrilling feeling starts to diminish when it comes to gifts.
Blind boxes however are bringing back that suspenseful thrill to teens and adults. It’s grown into a huge phenomenon untold millions are intensely obsessed with.
A blind box is a sealed package containing a random collectible toy in a themed series and the buyer doesn’t know what design they will get until they unbox. From Lego to Pokémon cards, all sorts of brands use the concept.
This temporary gratification or excitement only lasts so long. As humans we start to crave something bigger and better to have that euphoric feeling again. So, people waste tons of money on these creepily cute trinkets that will probably be discarded once the hype fizzles. The addictive thrill of unboxing is what brings buyers back again and again.
“A lot of my blind boxes are gifted from family and friends throughout the years which I’m super grateful for! My collection would definitely value at more than $1,000, but I don’t have a ballpark estimate,” says Yo Yo Wong, a blind box collector of five years before the worldwide popularity.
Some of the most popular boxes are Labubu’s, Sonny Angels, Hirono’s and Smiski’s; all small caricatures that are a bit frightening, but cute at the same time.
For some, collecting these is genuinely a fun hobby, but for others it is more of an obsession.
“I’m quite picky with my blind boxes in terms of what series I buy from and would say I land in the ‘controlled chaos’ definition of collecting,” says Wong. “There are some collectors that get super picky about what figure they get, but for me, as long as I like the series as a whole, I’m not picky about which specific figure I get.”
These trinkets have also turned into a fashion statement starting when Lisa from the K-pop band BLACKPINK was seen with a Labubu clipped on to her bag, starting this trend and igniting the craze.
This fad for the most part is just for people to try to look “chic” or “trendy” like celebrities or influencers.
Driven by these social media influencers and celebrities promoting blind boxes for brand partnerships and commission, these toys are just another money grab that will eventually lose interest when the next “hot item” worn by Kim Kardashian comes along.
The hobby is often compared to gambling as some will spend as much as it takes to get the collectible they want.
Many collectors experience immense frustration when they open a blind box to discover they already have that same prize and now feel compelled to buy another box in hopes to complete their themed series.
Spending 20 or more dollars repeatedly until you hit the “jackpot box” ultimately is the same as gambling. Just like those who will wager all their money to make more money on a slot machine, people will continue to spend until they get the trinket they need.
“For people who want to complete a full series, it can become expensive quickly because their average spend goes from $20 to $100. The same goes for if someone wants a specific figure in a series, they will have to keep repurchasing until they get it,” says Wong.
Many are taking advantage of the phenomenon to make money off the blind box enthusiasts.
“I’ve sold a few things (Labubu’s) in the four-figure ballpark. When you hunt the correct things, it can pay off well,” says Mississauga-based reseller Kiegan Brown.
Some exclusive Labubu’s are being sold on Popmart, the Chinese company that created it, for up to $421 USD (or more than $500 Canadian).
According to Reuteurs, Pop Mart made $669.88 million in the first half of 2025 from Labubu’s alone.
The unboxing videos on TikTok has a massive following with some videos reaching as much as two million likes.
For some, it’s simply the gratification of completing their collection, but for many it seems like it’s just to show off on social media to their followers.
In 10 years, just like any other fad, all those trinkets and toys bought will most likely be thrown out or given away, along with all that money spent. But until then, blind box lovers will be trying just one more package in hopes of getting that exclusive last prize.
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