Marketers love to surprise and delight, and consumers do too. People are increasingly purchasing items without knowing exactly what product, or which variation of a product, they’re going to get. This year, the blind box phenomenon, which originated in Asian markets, gained significant traction among US consumers, driven by the popularity of keychain Labubu dolls and Sonny Angel figurines. Pop Mart, the brand behind Labubus and other blind-box items, generated 13.88 billion yuan ($1.93 billion) in the first half of this year. MGA Entertainment's blind-box items, like LOL Surprise dolls, have also seen a surge in demand, attributed to nostalgia and the rise of 'kidult' consumers. With adults now having spending power, nostalgia-driven purchases have increased. It's not just toy brands that are embracing this trend; Cava's marketing chief shared their decision to offer blind-box-style plushies with specific meal purchases, showing the versatility of this approach across different industries. Blind boxes not only encourage repeat purchases but also present a unique marketing opportunity to reach diverse demographics. The excitement of unboxing mystery items resonates well in social media, providing brands a chance to create viral marketing campaigns while fostering additional brand awareness online. Consumers enjoy the thrill of surprise akin to the joy of opening gifts during the holidays. Brands with higher price points can utilize blind boxes to attract customers with smaller budgets, while also appealing to collectors. With inflation driving up costs, some see blind boxes as affordable treats, offering value through potential savings. Moreover, the emotional connection and intrigue associated with blind boxes can lead to extensive user-generated content, especially on platforms like TikTok and YouTube. Cava's entry into this space has resulted in organic social media content, thrilling marketers as they witness the genuine customer engagement blind boxes can inspire.
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