By: Brianna Wallen
Editor-in-Chief
Last month, I caved and bought a Bratz Bratziez x Hello Kitty Seriez collection plush blind box from Target.
I loved the dolls and knew I wanted one before they sold out. However, after skimming through my options, I knew I only wanted Sasha, Yasmin or Jade.
I am a very picky person, so if I do not get the one I want, I am going to be disappointed.
I guess it is all for the love of the game? But a $30 plushie keychain, and I cannot even pick which one I want?
There is something about that cycle that makes me question the whole concept. At what point does the excitement of opening a mystery box start to resemble gambling?
I mean, think about it. You are spending money on something without knowing exactly what you are getting. There is a chance you will get the one you have been wanting, but there is also a chance you will end up with something you do not even like. And if you do not get the one you want, what is stopping you from buying another box and trying your luck again?
That is where I think things get interesting. The excitement is not necessarily about the product anymore. It is about the possibility of getting the one you want. You are essentially paying for the experience of finding out whether luck is on your side.
I am also starting to experience a little blind box fatigue. It seems like every time I scroll through TikTok or walk into a store, there is another mystery collection everyone is trying to get their hands on. There is always a new character, a new collaboration or another limited-edition item that makes me feel like I am missing out if I do not buy it.
Blind boxes started out as something cute and fun, but now they have evolved into a whole industry. It seems like everything is becoming a “surprise.”
And they were introduced to me as a kid. I mean, it started with Pokémon cards and mystery Shopkins. Then, it molded into plushies, figurines and even collectible blind boxes.
Blind boxes evolved from the toy aisle and even made its way into the beauty section.
I am seeing viral mystery perfume collections right above the actual individually sold perfumes that people can buy.
Keeping the Target theme, I see the viral Crèmerie Frenchy Bears blind box set all over my For You Page. People are buying these mystery scents without knowing which one they will get.
And do not get me started on the Starbucks Bearista glass cold cups, where people are spending around $40 per box trying to get the specific bear they want.
Are we that indecisive? Or are we just looking for a thrill? Maybe it is the excitement of opening something without knowing what is inside. Maybe it is testing our luck and hoping we get the one we have been eyeing.
I can understand the appeal. There is something exciting about opening a package and getting a surprise. But I also think there is a difference between enjoying a little mystery and repeatedly spending money hoping to get something specific.
Especially when people are buying multiple boxes just to find the one they want. At that point, the excitement can quickly turn into an expensive habit.
And the crazy part is that brands know exactly what they are doing. The limited collections, viral TikToks and fear of missing out make it even harder to resist buying one before they disappear.
But anyways, enough of my rant. Look at this Bratziez plushie I got.
