While the US toy industry has been hit with inflation-weary customers and tariffs, retailers are pivoting toward blind boxes to help boost sales
Soaring sales of Labubu dolls, the ugly-cute elf-like figures from Pop Mart, have sparked a massive interest in blind boxes, which conceal the product packaging, offering buyers the thrill of discovering what’s inside.
Labubu dolls began as a niche obsession among Asian collectors but soon exploded into the global mainstream, fueled by celebrity endorsements from Rihanna, Dua Lipa, Blackpink’s Lisa, and more. They come in mystery packaging, which also adds to the allure.
Analysts predict that such blind boxes will be popular this holiday season.
While the US toy industry has been hit with inflation-weary customers and tariffs, retailers are turning toward blind boxes to boost sales. Most collectibles are priced under $15 to attract more customers.
Retail giants like Walmart and Target are capitalizing on the trend by filling their aisles with affordable mystery-box alternatives. Legacy toymakers like Hasbro and Mattel are adopting the format for brands like Barbie and Furby.
Meanwhile, Miniso, which now operates over 200 US locations, is expanding its mystery box offerings via stores and kiosks.
What was a modest category only a year ago, blind box gift items could dominate the 2025 holiday market.