As a pop culture, collectible or toy retailer, you have probably come across the term "blind box" on consumer-facing point of sale displays. Here, we'll break down what are blind boxes and why they drive sales for retailers.
A blind box is a type of collectible toy that comes in packaging that doesn’t reveal which specific item is inside. Each series typically includes a set of themed figures or characters from a TV show, anime series, video game, or movie. Each figure in the blind box has a varying degrees of rarity. Some figures are common, while others are “chase” variants. These chase variants are the true sales drivers behind the blind box phenomenon that keeps collectors coming back to make repeat purchases. The thrill of not knowing what you're going to get until you open the box is part of what makes blind boxes so addictive and fun. The chase variants in blind box collections can be a collector's dream. The chase variants can increase in value over time due to their rarity and unique designs. This makes them perfect for collectors!
Blind Box Toys & Collectibles for Retailers
From a retail standpoint, blind boxes are a goldmine. They encourage repeat purchases, drive in-store excitement, and often come in visually appealing countertop displays that fit right into boutiques, record stores, comic stores, and toy stores. Customers love the suspense as to which figure they will receive. This pushes them to return again and again to complete their set or to obtain the coveted chase character. Popular brands like Funko, Kidrobot, Tokidoki, and Mighty Jaxx have turned production of blind box lines into a common retail practice.
At Merch Showroom, we're seeing blind boxes being released from manufacturers at a record pace. New licenses, series, and product types are being added almost constantly across the toy industry. Recently, we just saw Buckle-Down, a manufacturer of licensed belts, buckles, guitar straps, and other fashion accessories release a new line of blind box collector's pin sets and keychain / backpack charms. The new products featured licensing from horror movies, Teenage Mutant Ninja Turtles, Barbie, Transformers, Scooby Doo and others. This is a unique take on a product category that has been dominated by toys in the past.
