Written by: Yew Yihan Bryan, Wong Jing Xuan Janelle, Nur Dina Arissa Binte Zulkefli, and Jiya Sawlani Govindani
Ashlee Koh, a 17-year-old Communications and Media Management student at Temasek Polytechnic, lights up as she talks about her collection of Sonny Angels, Smiskis, and Sylvanian Families. “I’ve always loved blind boxes because I love the surprise that I get whenever I open it. Ever since it started trending when I was in primary school, like those YouTube Kids opening blind boxes? I think my addiction started from there,” she says with a laugh. Ashlee has spent over $100 on blind boxes alone. And there are many more youths who share her sentiments on these figurines.
Blind boxes, also known as mystery boxes, have changed the retail industry completely by providing a consumer-experience of excitement and unboxing. Originally made popular by brands like Funko and Kidrobot, blind boxes are seeing a resurgence with companies such as Pop Mart and Smiski. These brands, with exotic and quirky forms have captivated an entire new generation of collectors. In Singapore, for instance, the trend has seen a significant rise, with prices ranging from SGD 13.90 to SGD 29.90 per box. The combination of psychological appeal, community-driven unboxings on platforms such as TikTok, and limited edition products still seem to continue to fuel the trend, making blind boxes a constant presence within pop culture.
The Psychology of Blind Boxes
Though blind boxes have shown a stark rise in popularity in recent years, the concept of blind boxes is not new. The idea of the item you purchase being random has always been exploited by companies. From trading cards, to gacha games and capsule machines, random chance being incorporated into our products has been a marketing gimmick since the 1900s. Blind boxes are just the new kid on the block using the same strategies in the past.
But why is this tactic so effective in getting us to purchase their products? Well as psychologist from the Institute of Mental Health Tammie Kwek puts it: “The one element is really the thrill.”
With Blindboxes in particular, many brands have hidden or exclusive figures in their collections, something that has enticed younger fans who collect blind boxes.
“The idea of getting something that is a higher value than what you put in makes it feel almost like an achievement when you do receive something limited edition,” Tammie said. “The whole idea of having something that fits their whole collection also adds to the thrill and sense of completion.”
The Youths' Opinions
The resurgence of blind boxes has captured the hearts and wallets of many youths, each drawn to the thrill of unwrapping a mystery. As mentioned previously, Ashlee adores blind boxes, collecting a variety of different brands and loving each of them “like (her) own children”.
But sentimentality and influence are not the only reasons for her obsession. The rewarding sensation of blind boxes keeps her going.
“I feel a great sense of achievement every time I get the little toy I want, because I will pick and choose and shake and measure the weight of each and every blind box displayed in the store to make sure I get one that I want.”
Huda Abdullah, another CMM student who collects Sonny Angels and Mofusand cat figurines, shares her enthusiasm. She views her collection as an investment towards her happiness, and takes pride in displaying it.
“Personally I spend quite a lot of money on these blind boxes, but I think the whole thrill of collecting these designs makes the process an enjoyable experience. Having it arranged all in one row is quite satisfying, and seeing your collection growing is quite fun.”
Despite the widespread appeal of blind boxes, some are still sceptical about its value. Nathan Lee, a student from the Diploma in Culinary and Catering Management, is particularly against the gambling element.
Said Nathan: “I don’t collect blind boxes because I think the idea of paying to get something unguaranteed is stupid. I truly believe that people who buy blind boxes not only are wasting their money, but also incredibly foolish in how they spend their money.”
Blind box fans like Ashlee disagree.
“If I don’t get the design I want, I eventually end up looking at it so much that I start thinking it’s cute. Or I swap and trade with people if I’m not lazy, or I can sell them all for money,” she said.
The Hidden Danger
Despite being seemingly harmless, blind boxes have potentially negative effects on us youths. According to Tammie, this trend may invoke a sense of FOMO (fear of missing out) in youths, as they are at the age where they are “more influenced by their peers”.
Another psychologist from the Institute of Mental Health, Jackki Yim, shared that “youths are still at a younger age in their lives and thus their choices may be more emotionally driven rather than logically driven, choosing to seek out the thrill of blind boxes irregardless of the effects it may have.”
There is also an addictive element to collecting blind boxes to keep trying to get the design that you want and to continue to add to your growing collection.
“There’s the good feeling of getting something that you have been anticipating and the addition of its randomness to get you to keep trying until you get the design you want.” This can lead to youths spending more than they desire just for the chance to get something more valuable,” said Tammie.
Tips for a Healthier Habit
If you are someone who has been going on a blind box spree, fear not. Tammie and Jackki have provided tips on how you can stop yourself from overspending on blind boxes.
1. Set a Budget
Try setting a budget for your blindbox purchases and sticking to it irregardless of the item you receive.
2. Limit Comparisons
Try not to compare the value of your blind box items with your friends to reduce the FOMO you experience.
3. Try Something New!
If the desire to collect blind boxes proves to be too much of an issue, finding a new hobby to quell that desire can also help.
Blind boxes have created a unique niche in the world, attracting many fans from all over the world. Their collecting appeal remains strong – whether it’s for the thrill or simply just for enjoyment. However, too much of the ‘Blind Box’ trend can pose negative effects on one’s mental state. Balancing both the thrill of opening blind boxes with responsible purchasing habits is crucial to maintain this beloved trend. At the end of the day, it is important to keep things in moderation.
