This article was written by The Zillennial Zine’s spring editorial intern Maya Stokley. Find her on Instagram at @maya.aesthetic. If you would like to share an article with The Zillennial, send us an email at thezillennialzine@gmail.com.
It is 4:30 PM in Los Angeles, and a toy store owner is waiting for his next shipment. A loading truck comes barrelling into the front of the store, and a man jumps out to hand you a box. A few knocks here and there. The store owner takes the box and opens it to find more boxes. “I wonder what is inside these boxes,” the owner said. “Are these those successful blind boxes?” he asked himself.
There was no need to continue; the store owner got the gist. The owner will now be selling a trending toy called Blind Boxes. Surprise boxes are the latest toys originating in 20th-century Japan. In the boxes, you never know what you are going to get! So, peekaboo! Let’s learn about these successful blind boxes!
The Successful Blind Boxes: Where Did They Come From?
Blind boxes are closed packages that have randomized toys inside of them. They can range from jewelry to electronic devices and little toys! But, most of all, there will be a surprise inside! That is the fun part! Consumers can pay for the box, and the seller will tell them what prizes they may get. Think of it as the luck of the draw. You must choose the right one if you want a specific toy out of the prizes.
The boxes began in Japan during the 20th century and were called Fukubukuro back then. In Japanese, it means “fortune bag,” so consumers would test their luck to see what fortune they may obtain. In the 1980s, the blind boxes would feature more high-ticket items such as a camera or a voucher for a car! Of course, there is a kid version of the iconic blind boxes. In 1965, the boxes were known as gashapon (capsule toys) to appeal to younger audiences. That is unbelievable! However, the current blind box trend started in China when the CEO of Pop Mart proposed a question on social media about what models audiences want to see more of. After that exchange, the blind boxes became a bona fide hit!
What Brands To Buy
PopMart
Founded in 2010, PopMart is a Chinese company specializing in luxury toys in blind boxes at several stores in Hong Kong. The brand has reached many heights with the successful blind boxes with young Chinese consumers and now globally. Most boxes sell well in Hong Kong, but half of their revenue comes from online presence. Because of the “gatcha” mentality of the boxes, it has become a massive hit with Generation Z! Here is a popular blind box from Pop Mart:
Kidrobot
Founded in 2002, Kidrobot is one of the leading brands selling blind boxes to the masses! Right alongside Pop Mart, Kidrobot specializes in art toys, but they indulge in apparel and accessories for everyone to enjoy! Most of their products can be purchased online, ranging from $5 to almost $20,000! This brand doesn’t play about the quality of their products. Most of all, Kidrobot highlights that they focus on creating spaces for art and design to flourish! Here is one of their popular blind boxes:
KIKAGoods
Founded in 2021, KIKAGoods is a completely online store that has reached social media fame in 2025! With a 200,000 audience, the store is known for creating blogs, videos, and pictures of the process of toy design. Sometimes, they have unboxing videos of blind boxes on their YouTube page called: KIKAGoods Collection! The store wants their audience to understand that finding joy and passion is part of living, even if it means getting a new toy in your collection. Check out one of their unboxing videos here:
What Are These Unboxing Blind Box Videos?
If you love an unboxing video, I am in the same boat as you! With the popularity of blind boxes, unboxing videos add to the thrilling anticipation of the mystery! Also, the videos help consumers understand the quality of the product before attempting to purchase one themselves. For example, say you want a Tokyo Ghoul Blind Box from Pop Mart. You know what character you want. But, you are still thinking about if it is worth the money. So, this is where the unboxing video comes in!
Furthermore, the unboxing videos are very delightful to see! Some YouTube content creators, such as Ohlico and Moriah Elizabeth, have expressed their satisfaction with the blind boxes. Sometimes, they have 100+ blind box haul videos, and they inspect almost every single product. If that is not dedication, then I don’t know what is! There are some pros and cons when it comes to the unboxing videos for the blind boxes:
| Pros | Cons |
| * Get a Personal Review of the Item * Detailed Insight * Interacting With Community | * Takes Away The Excitement Of The Product * Higher Costs of the Original Item * Advertising vs Review |
The “Blind box” community is on the rise, along with the popularity of the product. So, there will be more unboxing videos that help consumers understand the box and anticipate the thrill of it all! However, I do have to say that sometimes the unboxing videos take away from the excitement of the blind boxes. For example, say you want to purchase a blind box and you are so anxious to see which character you may get. So, a friend can send you an unboxing video, or you can look one up and see that a creator has the character you want. What if, after seeing the video, you don’t get what you wanted? I would cry. I would cry for days.
It goes to show that once something is popular, there are a few downfalls here and there. With its rich history and powerful missions from the brands, blind boxes are bringing noise back to the toy industry. It is very clear that the successful blind boxes are not going anywhere, anytime soon!
Have you ever purchased a blind box? Would you try to see what you may get? Share in the comments!
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