By Angelina Tang
The latest trend in shopping is something akin to gambling—blind boxes. Around here, blind boxes are generally small capsules or bags that contain one of an array of mystery designs of an item. Said items are usually toys, figurines, or keychains. Blind boxes have always somewhat been around, and could be found at stores like Hot Topic, BoxLunch, and Target. However, recently, they seem to have increased in popularity as more companies are taking advantage of this highly profitable scheme.
The idea of blind boxes originated in Japan in the 1980’s, with the advent of the Fukubukuro “fortune bag.” These bags could be purchased with about 10,000 JPY, and would contain anything from digital cameras to a voucher for a brand-new car. While the stakes here are much higher than the little toy boxes we see today, the concept has endured in other countries like India, where companies such as Hibox still sell expensive boxes that may or may not contain high-value goods.
The idea of blind boxes and gacha has since flourished in Japan, as gachapon machines that dispense little mystery capsules have popped up everywhere from train stations to stores. They have also risen in popularity in China, where the company Pop Mart was instrumental in transitioning the contents of blind boxes from luxury items to little toys. They have since opened locations across the world, spreading the blind box craze internationally.
Recently, this craze has overtaken the U.S.. Hot Topic in particular has always stocked a lot of blind boxes, especially bag clips, but lately more traditional, western toy brands have caught on. Blind boxes are incredibly profitable, after all—the dopamine rush that opening a mystery package brings is addicting. It’s just like gambling, only less strictly regulated. Lately, everything from anime to Squishmallows have been selling blind boxes, and Target practically has an entire aisle dedicated to them. It’s honestly not surprising that this invention has become so popular, especially considering the dopamine-driven, instant gratification culture of American consumers.
The diverse range of interests for which blind boxes can now be found has also contributed to their rise. A wide array of them can be found even on Amazon, and large retailers such as Wegmans, Target, Walmart, and Hobby Lobby all have them in stock if you’re interested in checking them out. Pop Mart also has an online store that’s worth checking out if you’re into cute things, and the brand Miniso has several nearby Canadian locations with many Sanrio blind boxes if you’re into characters like My Melody, Kuromi, Cinnamoroll, and more. The most important thing to keep in mind when shopping for blind boxes is your money—it’s easy to get sucked in and end up spending way more than one should, just like in gambling, so be careful!
