This is Shasi and her recent purchases: six mini figures whom she affectionately refers to as her “little brothers and sisters.” These include four Sonny Angels and three Smiskies. One that is commonly called a “hipper” is glued to her phone case, while others dangle as keychains or are simply carried around as toys.
Surprise toys have long existed, but their popularity has surged. The global market size for pop toy retailing is projected to reach US$44.8 billion in 2024, with a 17.7% CAGR from 2019 (Frost & Sullivan Report). POP MART, the market leader in this industry, credits its success to not only design, but also its sales strategy (POP MART Global Offering, 2020).
left: Sonny Angel Flower Series, right: Smiski Exercising Series
A key factor is the blind-box system, where buyers don’t know which figure they’ll get. Some enthusiasts, including Shasi, try to intuitively “feel” the box to predict its contents, but the uncertainty is part of the thrill. Instead of just buying a product, consumers are buying an experience. This system mirrors a variable schedule of reinforcement. Our brain chemistry loves the element of surprise, sending a burst of dopamine if the reward hits or tempting us to chase until it does. This randomness is also great for companies because they don’t need to figure out the demand for any single design, while allowing excess stock to be repackaged into clearance bags.
left: Crybaby Parade Series Plush Toy, right: Labubu Zimomo The Monsters I Found You Vinyl Face Doll
These figures are released in seasonal batches with unique designs. Some rare editions hold significantly higher market value, with blind-box figures priced at 150,000–300,000 IDR being resold for 1 million IDR or more. The existence of such rare pieces is also one of the key factors Shasi considers when deciding which ones to bring and showcase to others. It’s an unspoken and unwritten symbol of prestige.
The blind box craze is just another example that the people love what is scarce. Psychological studies show that business opportunities can be created out of people’s perceptions of scarcity (Mittone and Savadori, 2009; Shah et al., 2015). While product shortages can result from production issues, firms often leverage scarcity to maximize market performance (Deval et al., 2013). As people in general need to see themselves as moderately unique (Belk, 1988; Snyder & Fromkin, 1980), they are attracted to products that can signal their uniqueness. This is perhaps related to Shasi’s confession that Labubu and Crybaby have become too common for her, and thus makes them uninteresting.
Another factor is the desire to avoid future regret. Product scarcity forces consumers to decide between buying now or risking the item to goes out of stock. Time-limited offers amplify this urgency, sometimes leading to hoarding (Sterman & Dogan, 2015). Studies show that inaction regret is more salient than action regret (Gabler et al., 2017), so the “girl math” is always better to buy than to not.
Now, collecting is one thing and displaying is another. Shasi mentioned that she wants her collection to build a perception. People will see it and form an impression of what kind of person she is. William James (1868) argued that a person is not just their body and mind, but also their belongings, environment, and relationships, making material goods serve as extension of the self. A personal statement beyond its utilitarian purpose.
Beyond personal collections, the blind-box industry also thrives on community. POP MART fosters engagement through exhibitions and membership programs (POP MART Global Offering, 2020). Organic communities also emerge through platforms like TikTok, where algorithm-driven content keeps users engaged. As Shasi shared, she often finds herself spending a lot of time watching unboxing videos. This serves as highly effective unintentional advertising, because when individuals see others sharing their excitement online, it signals that the product is valuable and desirable. This form of ‘benchmarking’ relates to the concept of social proof: the idea that people look to others to determine the correct behavior in a given situation (Scott & Barden, 2022).
Ultimately, the appeal of these mini figures are beyond their physical appearance. The toys hold a much larger meaning, making each purchase more than just a simple transaction. It’s a social experience and a part of people’s identity.
