How have blind boxes capitalised on our inner child?

Blind boxes, these small mystery boxes containing collectible figurines, have taken over social media and instantly won over consumers' hearts. Marked by brands like Smiskis, Pop Mart, or Sonny Angel, they promise a dose of surprise and a return to childhood innocence. But behind this cute aesthetic and the call to "care for the inner child," these toys hide a well-oiled marketing mechanism. The "inner child" is a psychological concept referring to the part of ourselves that retains childhood emotions, memories, and desires. Increasingly highlighted in personal development, it encourages adults to reconnect with their childhood joys for a sense of well-being. Blind box brands capitalize on this trend by offering figurines with an innocent, pastel design often inspired by childhood toys. This nostalgic aesthetic triggers comforting memories and positive emotions, making purchases more impulsive and emotional.

One of the biggest marketing levers of blind boxes lies in their format: buying a box without knowing what’s inside. This mechanism relies on intermittent reinforcement, a well-known psychological principle in gambling, where rewards are given without a predictable pattern. Thus, the thrill of surprise and the possibility of obtaining a rare figurine create a reward loop that drives repeated purchases, much like a casino. This phenomenon is heightened by limited series and exclusive collaborations that create a sense of urgency and scarcity. Collectors find themselves caught in a cycle where stopping before obtaining the coveted figurine becomes difficult. Content creator aguspanzoni explains that in an economy where adults struggle to achieve traditional milestones like buying property, many turn to childhood-inspired toys as a way to escape this bleak reality. The craze is so intense that, according to a CNN article published last June, adults, for the first time, purchased more toys for themselves than for any other age group during the first quarter of 2024, surpassing even the traditionally dominant preschool market.

Blind boxes owe much of their success to social media, particularly TikTok and Instagram. Unboxing videos, where content creators open and reveal their figurines live, generate millions of views. They play on curiosity and suspense, encouraging viewers to try their luck as well. Brands eagerly send products to influencers to create hype and fuel the collecting frenzy. The FOMO (Fear of Missing Out) effect does the rest: seeing others accumulate these tiny figurines makes the urge to buy irresistible. Bella Hadid, Bretman Rock, and Rosalia are just a few celebrities who have proudly showcased their playful collections. While these toys are marketed as a way to bring joy and reconnect with childhood, they are, above all, products designed to maximize consumption. The repetition of the purchasing process, the playful aspect, and the collector community sustain a continuous acquisition cycle. Blind boxes cleverly exploit nostalgia and inner-child psychology to create a subtle but real addiction. An effective strategy that turns childhood memories into a consumerist engine. Nothing escapes capitalism, not even our desire to care for our inner child.