You’ve likely seen them trending on your social feeds or lined up in specialty stores. The blind box craze isn’t slowing down anytime soon. But what is behind their viral appeal? Blind boxes spark nostalgia, deliver surprise, and leverage the Blink Factor by prompting quick, emotional decisions, proving how a single, well-designed moment can capture the eye and keep consumers coming back for more.
What Are Blind Boxes?
Blind boxes contain a surprise item inside, usually in the form of a figurine or miniature toy. These beautifully designed packages are often marketed in series with a “collect them all” tagline, enticing consumers to do just that. And despite the uncertainty and the price, people continue to buy, pushing the blind box market to an expected $15 billion by 2026.
Among the most recognizable examples is the Labubu, whose rare and “secret” editions have become a cultural icon that collectors can’t seem to get enough of. Labubu comes from the imagination of Kasing Lung, a Hong Kong illustrator who grew up in Belgium and was heavily influenced by European fairy tales, folklore, and storybook art. He began developing Labubu as part of a larger cast of characters known as “The Monsters”. On top of their cutness and charm, Labubu’s rich worldbuilding has built a widely devoted and engaged fan base.
Image Source: Shutterstock
A Short History of Surprise-Based Consumption
The idea of surprise in consumer products isn’t new. The blind box is the latest iteration of a tradition that has been around for over a century. In the 1980s, Japanese department stores sold fukubukuro or “lucky bags”, which contained a mystery assortment of products. They were used both to manage excess inventory and to introduce new items to shoppers.
In North America, Cracker Jack offered “a prize in every box” as early as 1912, sparking generations of curiosity-driven snacking. By the 1960s and ’70s, cereal-box toys and mail-away offers made surprise a staple of childhood. The 1980s and ’90s saw collectibles reach new heights with the popularity of Troll Dolls and Beanie Babies, where rarity and chance fueled cultural crazes. At the same time, card games like Pokémon and Magic: The Gathering turned chance into a central part of the experience. Today, blind boxes sit at the crossroads of these formats, merging physical collectibles with the emotional pull of gaming.
Blind Boxes as Gamification
Blind boxes are a case study in gamification. The purchase becomes the “play,” the unboxing is the reveal, and the product, sometimes rare or limited editions, delivers the rush of instant gratification. Our research shows that 70% of consumers cite immediate rewards as their main motivation for engaging with gamified experiences, followed by curiosity at 52%. This mix of suspense and reward not only fuels repeat purchases but also builds long-term engagement, especially when completing a collection becomes part of the challenge.
For Gen Z, it’s less about chance and more about the stories, identities, and communities tied to the merchandise. Characters, worlds, and narratives don’t just entertain, they resonate deeply, embedding themselves into memory and meaning. The whimsical backstory of Labubus and the vibrant collector community highlight this shift, showing how design and storytelling can fuel lasting cultural relevance. Social media amplifies the effect, with unboxing videos, trading groups, and influencer collaborations keeping the conversation alive and extending the lifecycle of every release.
Image Source: SLD
The Role of Design: Packaging as Experience Packaging
In the world of blind boxes, packaging lays the groundwork for discovery and excitement, becoming an integral part of the overall experience. The exterior is the first touchpoint, where curiosity begins to build long before the reveal. Every design choice, from subtle symbols and thematic motifs to bold typography and distinctive shapes, contributes to a narrative that sparks imagination.
Color palettes are carefully curated to capture attention on crowded shelves, while playful patterns and unexpected textures enhance the sense of fun. Premium finishes such as foil embossing and holographic layers elevate the packaging into something that feels collectible in its own right. This design strategy transforms unboxing into a ritual. The tactile feel of peeling open a tab or the sound of tearing a wrapper. The packaging is part of the story, which blurs the line between container and content.
Even the Smallest Packages Can Create Powerful Emotional Connections
The blind box trend brings together history, design, emotion, and play. By mixing the timeless thrill of surprise with modern storytelling, gamification, and social sharing, blind boxes have created a shopping experience that fits perfectly with today’s instant-gratification, digital-first culture. For brands, it’s a reminder that thoughtful design and storytelling can turn even the smallest packages into powerful, emotional connections.
