Trending 2nd October 2025 by Stellar Magazine

The Blind Box Phenomenon – Why The Hype?

They're all the rage

via Forbidden Planet

The Blind Box – a total social media craze over the past year, but what is all the fuss is about?

The obsession with these figurines and plushies no doubt stems from the sense of mystery behind the concealed packaging, hiding the item’s appearance or specific design, only revealed when it is opened. The Blind Box economy flourishes through this anticipation of the unknown, even if it is just for small character figurines and plushie key rings.

PopMart, a Chinese toy company based in Beijing, is the main source to buy these Blind Boxes and collectibles. The company is known for selling collectible toys and figurines in this Blind Box format. Since 2018, its revenue has exploded from $95.4 million dollars to a projected $4.18 billion in 2025 – a craze, indeed.

 

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The most sought out and popular Blind Boxes are Labubus, Sonny Angels, SkullPandas and Dimoo’s – some of which you’ve probably heard of, others maybe not. These boxes feature collectibles in each series that range from different colours, different designs or different themes.

As well as this, many collections also have ‘mystery’ or ‘secret’ items that are limited in quantity across the collection and go for a high price on resale. For example, with the most popular Labubu series Big into Energy, there is a 1/27 probability of drawing the secret figurine, which has a resale value exceeding $450 dollars. Yes, really.

@vanessa.h.lopez Let’s unbox the whole set of the new labubu the monsters big into energy V3 series. I really want the secret!!😭 #asmr #asmrsounds #asmrvideo #asmrtiktoks #labubu #labubuthemonsters #labububigintoenergy #labubuhaveaseat #labubumacarons #labubuunboxing #bigintoenergylabubu #popmart #popmartunboxing #popmartblindbox #blindbox @POP MART US SHOP @POP MART US Localshop @POP MART US ♬ original sound – Vanessa Lopez

The social media craze of Blind Boxes points to the trend of “unboxing”, which is when people record themselves opening the product for the first time. Whether it’s a Labubu or a Sonny Angel the intent is to say which of the figurines you want and which you don’t want, which of course creates an entertainment value as the box is opened – due to the reaction of disappointment or satisfaction.

For some, the thrill of opening the packet and seeing what they get is like an addiction. When these videos are shared online, they can get millions of views, ultimately working as free advertising for the companies as even more demand is fuelled for the collectable – and the wrath of consumerism rages on. 

@ilovesouplantation Replying to @Mai:)) this is what happens when you put a mentally unwell girl in a store filled with blind boxes 😍🙏 i’ve found my newest hyperfixation!!! prepare to be sick of me (no like i’m actually not kidding i only have blindbox videos in my drafts rn) #blindboxopening #blindboxes #popmart #shoppinghaul #topcanvas #blindboxhaul ♬ original sound – erin k. ☻

The demand is so high for these figurines that there are countless counterfeit versions made and sold online and in stores. These fakes can be hard to decipher from the real ones and so many people settle for this cheaper and more accessible alternative.

With these fake figurines there is of course the risk of people getting scammed into buying what they think is an official product, which has become another viral component of Blind Box content on TikTok. 

This obsession with these toys is no joke. Blind Boxes can sell out in a matter of minutes after they are released and exist outside the social media craze, with Blind Box figurines and keychain plushies flaunted on backpacks, handbags and phone cases everywhere you go.

Until the next trend kicks off, that is.

Words by Leah Foran