What Is a Blind Box?

Blind boxes originated in Japan, tracing back to the "lucky bags" sold in Japanese department stores in the early 20th century and the Gachapon (capsule toy) of the 1980s. After gaining popularity in Western markets, they became widely known as "Blind Boxes or mystery boxes"

A blind box, also referred to as a blind bag, contains products with unknown designs, offering an element of surprise. Typically, these boxes include collectible figurines, often sold in sets of 12. The excitement lies in not knowing which design is inside until the box is opened. As the famous quote from the movie  Forrest Gump goes, “Life is like a box of chocolates; you never know what you’re gonna get.” Today, this could easily be rephrased as, “Life is like a blind box; you never know what you’ll unbox next.”

The allure of uncertainty, coupled with unique designs from popular IPs like Molly and PUCKY, has fueled a strong desire among enthusiasts to collect these toys, propelling blind boxes to iconic status in the world of designer toys. Collectors not only value these items for their aesthetic and collectible qualities but also for their social appeal. Online forums and communities abound with discussions, trades, and showcases, fostering a sense of connection and encouraging repeat purchases. To heighten interest, brands often include rare or hidden designs with lower probabilities of being discovered.

A blind box toy represent personalization, creativity, and an appreciation for “cute culture,” resonating with younger generations’ aesthetic preferences and growing cultural needs. As a reflection of consumption trends, they embody the pursuit of quality living and emotional fulfillment. Beyond their artistic appeal, blind boxes provide a sense of companionship and belonging, as collectors bond through shared experiences, alleviating emotional stress and enriching their lives.