Blind boxes, the pre-packaged toys whose contents surprise the consumer upon opening, have become extremely prevalent in American pop culture. At first these toys could mostly only be seen attached to the designer bags of celebrities, but after relentless promotion from social media influencers, they have permeated into our daily lives. Now, it’s not uncommon to see them on car dashboards or attached to duPont Manual High School student’s backpacks. Their ridiculous popularity has even become a punchline in workplaces and classrooms.
Some of the most popular blind box toys are Labubus, cute (or ugly, depending on who you ask) monsters created by illustrator Kasing Lung. They are sold as keychains, plushies or figurines, and their prices range on Popmart from around $20 to over $100. Another prevalent blind box toy is the Smiski created by Toru Soeya, a $15 to $20 figurine that depicts a small simplistic humanoid character doing random tasks like yoga, bathing and working. Sonny Angels, naked baby figurines, are also common. They can be seen wearing different assortments of hats but always have the same mischievous side-eyed look on their face. Additionally, there are blind boxes containing characters from popular media such as Peanuts, Harry Potter, Powerpuff Girls and Disney.
Why is collecting these trinkets irresistible to so many people? For Tammy Truong (12, VA), nostalgia plays a major role. Along with Sonny Angels and Labubus, Troung collects other trinkets she grew up with, such as Littlest Pet Shop figurines and Calico Critters.
“A lot of mine hold a lot of nostalgic value for me. It just brings me back to being a kid and opening toys- the experience is like Christmas” Troung said.
They also bring people together and when Troung gets a duplicate of something, she’ll often trade with her friends.
“They have such good communities, you can trade with anybody, I have traded so many Calico Critters, I have sold stuff online” she said.
For Troung the experience is incredibly rewarding.
“When I get something that I want, I will hang that thing on my backpack for the rest of the week, it is a very happy moment. It is something that is just so comforting and so rewarding to look at your collection- I think that’s why it’s so fun,” Troung said.
Their popularity can also be attributed to the rise of online marketplaces with convenient access to designer toys, like Pop Mart, as well as the normalization of excessive consumption through social media and the adrenaline rush that opening them provides. The toys are typically categorized by different themes, or “series,” but the contents remain a mystery until opened, adding to the appeal. The consumer has an idea of what they are getting, but their desired outcome is not promised.
Customers satisfied with what they have received may search to recreate the ephemeral rush, while those who are disappointed become motivated to keep opening boxes until they get the toy they want. Some boxes also may also contain a secret or rare character, adding to the suspense. Given their parallels to gambling, an addiction to opening blind boxes is understandable, especially considering how cute they can be. This addiction is not the fault of the consumer, since blindboxes have been perfectly manufactured to leave the customer wanting more.
History of collectibles
The manufactured addiction of collecting is not a new phenomenon. We as a culture have experienced this consumerist cycle repeatedly. The cabbage patch kid is an early example. These baby dolls varied in eye color, hair style and clothing but had the same distinct look; large heads, chubby rosy cheeks, big rounded eyes and a small toothless smile. Their limited supply also added to the allure and incited toy store riots in the 1980s. But after other toy brands recognized its popularity and tried to emulate its success, the toys were no longer a novelty and sales declined.
Beanie Babies had a similar effect on consumers. The stuffed plushies distributed by Ty Inc. induced mania in the 1990s, especially for collectors who hoped to invest in them. These plushies evolved into being used as commerce more than actual toys due to their limited availability and rarity. People went as far as to pour their savings into collecting the rarest ones, hoping to take advantage of their rising value over time.
But in September 1999, Ty Warner, CEO of Ty Inc., took advantage of consumers. Warner revealed his plan to discontinue all Beanie Babies by the end of the year, though he later reversed this decision. Many believe he did this to increase dwindling sales by making the toys seem more rare and, consequently, more desirable. In response to this alleged scheme, support for the brand dropped and the Beanie Baby market crashed.
The trendiness of specific items and brands are not toy exclusive. Americans have always found products to quickly obsess over and let die out, from Rae Dunn Housewares and Stanley cups to Glossier. Labubus and other blind box toys are no different. One of the main draws to these products is the illusion of scarcity. Companies fabricate rarity in production to create extra allure for certain items. Customers feel a special attachment to rare or limited edition products that are not easy to come by. People are especially excited by the idea of obtaining an item that other people want and would pay for. Another factor of hyperconsumption is the exclusivity they provide. Even if items are fairly cheap, the ability to curate a vast collection of them demonstrates a higher socioeconomic status.
The negative consequences
Everything we buy inevitably has an environmental impact. The process of ordering something online increases emissions from manufacturing and transportation as well as produces waste from packaging. Some of these purchases are unavoidable and necessary. However, The culture of blind box overconsumption promotes a chain of these negative environmental impacts on a larger scale with the excessive quantity and frequency in which they are purchased.
Blindbox toys are typically individually wrapped in plastic packaging inside of their box to add to the suspense, but this practice also creates unnecessary waste. In fact, plastic packaging accounts for almost half of plastic waste globally, making it the most prominent form of plastic waste. The composition of the products themselves also poses environmental threats. Smiskis and Sonny Angels are made of ATBC-PVC, which waste services don’t recycle because these compounds are expensive to break down. The plastic is also extremely resistant to biodegradation, so they could sit in landfills for hundreds of years.
The materials that Labubus are composed of also pose a threat. Labubus mostly consist of PVC plastic and polyester fabric that require fossil fuels to create, resulting in a manufacturing process that yields toxic chemicals and surplus emissions. Additionally, the degradation of PVC releases dioxins, a chemical which is known to cause cancer, reproductive issues and damage to the immune system of those exposed. These effects can infiltrate into surrounding ecosystems as well as the human population.
Though collecting and opening blind boxes can be a fun hobby there are better alternatives. The hobby promotes unhealthy addictions to quick dopamine rushes, unsustainable overconsumption and environmental damage. Trading and collecting existing products rather than buying new is a better option that still encourages community while being more sustainable.
Online marketplaces, such as Etsy, allow you to buy handmade items that are similar to blind box toys but support the artistry of real people and aren’t made with harmful materials. Crafting your own trinkets is another good alternative that is much more rewarding and satisfying than curating a collection of mass produced items.
It can be hard to diverge from such a prominent trend, but just like the fads before it, the most popular blind box toys will soon be replaced. Before purchasing a blind box, ask yourself if you will still enjoy it in a few years. Will it hold sentimental value? Are the consequences worth a quick rush?
Abby Prather • Sep 10, 2025 at 12:16 pm
Awesome design!