You eagerly tear open the cardboard box to see what you bought. As the flap opens, a tiny cherub figurine with bunny ears peeks out. You’re ecstatic — you’ve unboxed a new figure!

From watching TikToks to visiting the mall near your house, blind box collectibles like Sonny Angels, Smiskis, and Labubus are currently everywhere. Sold in sealed packages, each box promises a small figurine or keychain — but which one you get is left up to chance. These figures are $18 to $30 per box, with some even going up to $59. Collecting them can be an expensive game, yet the surprise element keeps people coming back. 

To understand the appeal and marketing of blind boxes, The Varsity spoke to U of T community members about this trend. 

The psychology behind the toys

Rotman marketing professor Pankaj Aggarwal noted that the mystery element contributes to the blind boxes’ success. While consumers are typically happy when making purchases, they experience “added joy from the thrill of opening and finding out [what figure you received],” he said in an interview with The Varsity. 

Aggarwal adds that when purchasing a gift, the giver “wants to see happiness on [the receiver’s] face” as they open it. Similarly, buying blind boxes simulates the experience and excitement of gifting others by “surprising [the buyer]” instead of a gift-receiver.

For younger generations, excitement equals happiness. Aggarwal explained that while his idea of happiness is “common peace” as he approaches retirement, “For young people, it’s exploring the world” and “thrill-seeking” — “It’s the excitement.” 

As a result, these blind box brands capitalize on the excitement of younger generations, pushing them toward repeat purchases when they don’t unbox their desired figurine. 

Justina So, a first-year life sciences student, collects Sonny Angels — small, wide-eyed cherub figurines — and Smiskis — glow-in-the-dark figurines. Her friends influenced her to buy her first blind box. 

“It’s easily accessible at [the] mall [near my home]… and my friends also collect Sonny Angels,” So explained.

Anthropomorphism — the attribution of human characteristics or behaviour to an object — also contributes to the appeal. Aggarwal noted that “human connections [are] being built with the brand.” 

For example, the Smiski brand releases various series, such as the “Exercising” series — which features figurines engaging in physical activities like crunches, aerobics, and even attempting to lift a dumbbell. Another popular series, “@ Work”, depicts figurines working on laptops, presenting, or hurrying to work. 

By giving these Smiskis human-like actions, the brand enhances relatability, creating a deeper connection with collectors. 

“It’s [like] collecting a group of friends,” Aggarwal explained. “Humans are multifaceted,” and these series showcase “one character [in] different forms,” emotionally connecting customers to these human-like dimensions. By embodying anthropomorphic qualities, these figurines strengthen the brand-consumer relationship and sustain consumer loyalty. 

Why do we keep collecting? 

There are over 650 types of Sonny Angel figures and 17 blind box Smiski series. Currently, elf-like plush pendants called Labubus have taken over the market. 

For So, she sees herself collecting more in the future “if [her] friends also collected [them]” or if there are “newer figures.” Some figures are rarer than others, and devoted collectors are determined to unbox them. “To me, it doesn’t matter, but I know… it matters to [my friends]… because they have repeats.” 

Behind the growing trend of blind-box collectibles lie powerful psychological mechanisms and strategic branding. From a mystery aspect to anthropomorphism, these figurines have solidified their place in the market. Whether many young consumers buy them for the thrill or the collection, the surprise might be half the fun — but it’s also half the business.