Do you have or collect one of these toys?
Well, that means you’ve joined the Blind Box Toys community.
The Rise of Blind Box Toys
Blind box toys — mystery items where the contents are unknown until opened — are taking the toy market by storm. With a USD 10.09 billion market size in 2023, blind box toys market is predicted to keep growing by [6%](https://www.cognitivemarketresearch.com/blind-box-toys-market-report#:~:text=2024 (Global Edition)-,The global Blind Box Toys market size will be USD,6.00%25 from 2024 to 2031.) from 2024 to 2031. In Indonesia itself, popular brands such as Pop Mart’s Labubu, Sonny Angels and Smiski gain a lot of attention by offering collectible series that appeal to both kids and adults.
Behind The Hype: FOMO as the Driving Force
The explosive success of blind box toys is influenced by several psychological factors, with Fear of Missing Out (FOMO) becoming the biggest reason. Take a closer look at how FOMO marketing is contributing to this hype:
- The Thrill of Uncertainty
Unlike traditional toys, one of the key factors that make blind box toys so addictive is the thrill of uncertainty they offer. The anticipation and curiosity about what’s inside activates the brain’s reward system, releasing dopamine—a chemical linked to feelings of pleasure and excitement. Every unboxing feels like a new adventureIt’s like chasing the high of discovering something new. And once that excitement hits, you’re in a cycle, always coming back for more.
- FOMO: The Urgency Factor
Limited-edition or rare items launched create the urgency that encourages repeat purchases until getting the desired items.This explains why rare opened products often fetch high prices, with their exclusivity intensifying collectors’ desire to obtain them. In the Labubu case especially, excitement surged in a short period, largely driven by the tremendous impact of K-pop idol Lisa from Blackpink.
- Collectibility and Completionism
Part of the magic is that these toys aren’t just random—they’re collectible. Different characters, limited-edition variants. Every series comes with the “gotta catch ‘em all”vibe, which makes the collectors have the thrill of completing the set, making it as addictive as the unboxing itself. The more rare the item, the stronger intentions to keep going.
What This Means for Brands
The blind box phenomenon offers valuable insights for brands to leverage their products by enhancing customer experiences. Here’s some strategy your brand can adapt:
- Gamification strategy: Capture the excitement of the blind box phenomenon with adding gamification features, such as point systems, leaderboards and exclusive rewards. Set up loyalty programs or offer special edition rewards that mimic the excitement of finding rare items.
- Uncertainty can be a good thing: The thrill of discovery experiences and surprise upgrades that blind box customers feel shows that they are open to welcoming calculated risk and surprises. This also enhances memorable customer journeys!
- Strong communities impact: Encourage customers to share experiences and connect through that can foster loyalty and drive organic word-of-mouth marketing. Facilitating a space for customers to do this can lead to strong communities that support your brand.
The blind box phenomenon shows how powerful surprise and rarity can be in capturing consumer attention. With the right FOMO-driven strategies, brands can foster deeper connections, create lasting excitement, and keep customers coming back for more. Ready to create your own FOMO experience?