Last Updated on August 20, 2025 by Rose Ann Palac
The ‘blind box’ craze is booming. But are collectible toys like Labubu, Smiski, Dimoo, Pucky, Skullpanda, and Sonny Angel – sealed packages where buyers don’t know which figurine they’ll get, a hobby or a gambling addiction?
Fueled by TikTok hype, celebrity endorsements, scarcity drops, and livestream sales, these toys have propelled one collectible manufactor, Pop Mart, to a USD$40 billion valuation! But many adult buyers describe the behavior and feelings around blind boxes – anticipation, highs on rare pulls, frustration with duplicates, spiraling spending, and immediate remorse, as indistinguishable from gambling.
The Guardian found that several interviewees recount racking up hundreds to thousands of dollars in short periods, hiding purchases, and feeling their mental health and finances wobble. Researchers say the mechanics mirror gambling’s reward loops: unpredictability, intermittent reinforcement, “rare/secret” chase items, time-limited drops, and parasocial pressure in live auctions.
Studies on digital analogs (video game loot boxes) show correlations with later gambling participation and psychological distress. Marketing experts note collecting taps intrinsic motives – identity, achievement, community – more than financial gain, making the loop especially sticky.
Meanwhile, adult toy consumption is surging: in early 2025, purchases by adults jumped 18%, with “kidulting” framed as relief amid economic and social stress.
Regulatory efforts lag. China has issued advisory guidelines (probability disclosures, spending/age limits, “pity” guarantees), though enforcement is weak. The US FTC has fined game makers for loot box practices but hasn’t addressed physical blind boxes. Belgium bans loot boxes in games, yet enforcement gaps persist.
The article argues that what’s new isn’t the mystery format (think baseball or Pokémon cards) but the price points, friction-free digital buying, and social acceleration. Buyers try to cut back, resell, or ration purchases, but many still feel caught in the cycle. Several call for clearer warnings and stronger consumer protections, even as they admit the products still feel irresistibly “fun.”
Read the full article at The Guardian: https://www.theguardian.com/lifeandstyle/2025/aug/18/labubu-blind-box-addiction-gambling
Featured image courtesy of By N509FZ - Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=109941798
