As you walk through the toy store, you see shelves full of rows and rows of blind boxes, waiting to be bought. What started as a lucky bag evolved into a multi-billion-dollar industry. The joy and suspense of opening a mystery box with an unknown toy inside excite people ranging from a young child to even an adult. This begs the question, why are blind boxes so compelling? Why do people have the urge to buy more of the same series until they own the collectible they specifically want? The answer lies in psychology. Blind box designers use principles of psychology to keep customers engaged with anticipation, and want to purchase more collectibles.
Blind boxes use the same concept as gambling. When buyers open the mystery boxes, their brain releases dopamine, the neurotransmitter related to pleasure and reward, which is also present in gambling. Studies have shown that dopamine levels rise higher when customers anticipate what is in the blind box rather than seeing the collectibles inside. Buying blind boxes generates anticipation, and finally opening it triggers dopamine (blogs.pageon.ai). The uncertainty and suspense create a cycle of more purchases.
Additionally, it uses the principle of variable-ratio reinforcement, which is the same principle that makes slot machines addictive. This principle means that when people get rewards at unpredictable intervals, it results in repeated behaviors. Since buyers cannot predict the collectible they will earn when they purchase the blind box, the reward of getting an exclusive item or the collectibles they want at an unknown time stimulates their brain with the craving for more.
The Zeigarnik Effect is also crucial with blind box addiction. The Zeigarnik Effect refers to the cognitive burden created when a task is unfinished (psychologytoday.com). When collectors are collecting a series of blind boxes, they often keep purchasing until they own the entire series, even if they may result in getting duplicates, due to this effect.
Designers also release limited-edition, rare, and seasonal blind boxes. Seeing these limited collectibles on the market, individuals often have the desire to purchase them because of its scarcity. This leads to the fear of missing out, also known as FOMO, because they believe they would be missing the opportunity to buy a special blind box. They often want to be the one to own the limited-edition toys, resulting in more purchases until they reach their goal. Mrs. Romero (S) shared, “[Scarcity and the fear of missing out is] a smart move on the part of the business itself because it creates the need for consumers to keep purchasing more and more products to complete their personal collection. It could also encourage trading among other enthusiasts or create new product consumers who want to get in on the hype.”
Social media has also been a huge help to the booming success of blind boxes. For example, Lisa from Blackpink promoted Labubus on her Instagram with pictures of the adorable monster keychain on her bag. After her endorsement, Labubus quickly went out of stock, and the price to own one Labubu skyrocketed. Other celebrities like Rihanna and Dua Lipa also endorsed Labubu, which took the popularity of blind boxes to the next level (feltify.com). Sufie Lin (9) shared, “I collect DIMOO, Labubu, and Crybaby because they are popular.” The trend of collecting and opening blind boxes started in the early 2000s, which created the addictive cycle and the wave of unboxing videos of Shorts and Reels.
Blind boxes are more than just a simple toy put into an opaque box. They are carefully designed with many psychological principles behind them in order to give customers the experience of anticipation, suspense, and surprise. For minors who can’t gamble, blind boxes are a fun toy for them to have the same experiences. With many different factors such as seasonal blind boxes, Zeigarnik Effect, etc., blind boxes have become irresistible to people of all ages, making it a global phenomenon.
