As children, we found joy in receiving and unwrapping birthday gifts, eager to uncover what our loved ones had chosen to express their appreciation. Carefully peeling away the wrapping paper, we would wonder: is it a Barbie doll or a toy cash register playset?
Today, that same thrill can be experienced anytime, without waiting for a special occasion. With the rise of blind boxes, the excitement of surprise is now at our fingertips, whenever we desire.
However, the thrill of blind boxes can sometimes spiral into an addictive cycle, leading to emotional highs, financial strain, and disappointment.
Why Can’t We Get Enough?
Blind boxes, as the name suggests, are mystery toys packaged in sealed boxes. Collectors buy them without knowing what’s inside, and this element of surprise fuels the industry’s rapid growth.
The craze has taken over Singapore, with fan-favourite Labubu ranking third in Trending Singapore News and tenth in global trending searches.
But why? Research shows that uncertainty and novelty are powerful drivers of repeat purchases, shaping consumer behaviour by heightening emotional engagement.
Beyond the surprise factor, blind boxes appeal to collectors for another reason—the thrill of chasing rare and exclusive figures.
Each collection typically includes a limited-edition figure, known as the “secret,” produced in small quantities. Some are so scarce that fewer than 1,000 exist worldwide. This exclusivity fuels demand, with resale prices soaring to 10 or even 12 times the original retail price.
In the Dress-Up Dreams series, the hidden Venti figure has been valued at over $100 due to its rarity. The pressure to secure these elusive figures drives collectors to make repeated purchases, hoping to land the prized “secret.”
This Isn’t Just Child’s Play Anymore
Even adults have joined the blind box craze.
Ashley Tan, 23, is an avid collector who spends $20 a week on blind boxes whenever she passes by a Pop Mart store.
She has collected over 150 toy figures from brands like Dimoo, Molly, The Monsters, and Skullpanda.
Her first encounter with blind boxes was in 2021 when she visited the Pop Mart store in Funan Mall to see an IP character called Molly. Her mother, also a fan, bought the figure, sparking Ashley’s interest.
“I wanted to feel what my mum felt when she bought hers, the excitement, as well as the characters being cute”
The next day, she returned to Pop Mart and bought her first blind box.
When asked what keeps her collecting, Ashley explained, “I personally enjoy the process of opening and the thrill of not knowing what I would get.”
For collectors like Ashley, what starts as a lighthearted hobby can quickly become an obsession, leading to excessive spending in the pursuit of completing a set.
The Gambling Effect
“I feel very impulsive with my money. The moment I see a blind box I like, I feel the need to own it, even if it’s $15 for a small figurine.” [Ashley]
While blind boxes may seem harmless, they share similarities with gambling, both involve risking money for an uncertain outcome.
The excitement of buying a blind box often outweighs the actual figure inside. If collectors receive the figure they want, they feel as though they’ve “won” the lottery.
On the other hand, an unwanted figure creates a sense of “loss,” prompting further purchases in the hopes of getting the desired one.
Ashley, who is now working to curb her blind box addiction, shared: “recently, I always think about it for a while before purchasing – especially after being nagged by my close friends and family,” she added.
How to Enjoy Blind Boxes Responsibly
Before splurging on blind boxes, here are some simple ways to keep the fun going without the financial regret.
- Shop Secondhand
Why leave it to chance when you can get exactly what you want? Platforms like Carousell, eBay, and Facebook groups often have figures at lower prices, sometimes even below retail.
- Wait for the Hype to Die Down
For highly sought-after figures like Labubu, prices tend to skyrocket when a figure is trending but often drop once the excitement fades. Patience can save you a lot of money.
- Set a Budget
Decide how much you’re willing to spend on blind boxes each month or year. A budget helps you collect figures you truly love without impulse-buying just because something is trending.
- Think Before You Buy
Before making a purchase, ask yourself if you really want the figure or if you are just caught up in the thrill. Walk away for a day and see if you still feel the same. More often than not, the urge to buy fades.
We’re not saying to ditch the blind box craze, (they are adorable) just spend smart. With a little mindful spending, you can keep the fun going without worrying about your wallet.
How do you indulge responsibly in your hobbies? Let us know!