What is a Blind Bag?

As we moved into the new decade, a new type of toy emerged as a popular product: the blind bag (or blind box) collectible. Blind bag collectibles are a series of toys or figure sets that are packaged in a hidden-from-view manner, with the contents revealed when you open them. The concept was first introduced in the 1930s, but it wasn't until the turn of the century that it really started to gain significant traction.

Blind bags come in all shapes and sizes, but they're usually small and thin. Inside, you'll find surprise toys or collectibles. They can be used to sell all kinds of toys and collectables, including figurines, keychains, stickers and so on. You can buy them in sets or individually, with each set featuring a specific theme or set of characters. The idea is to get your hands on the whole line of characters, which can be tricky if you don't know what you're getting.

The element of surprise is a big part of what makes these sets so special. It gives customers the chance to discover what's in each one. On top of that, the collection is designed to be addictive. It's not easy to complete a set just by buying the necessary items, especially since some items are hard to find in the series. That said, those willing to invest a significant sum may be able to get all but the scarce varieties. Blinds are usually small and affordable, with a price tag of no more than $5 in the US. However, more elaborate blinds may cost more, with those produced in markets such as East Asia often featuring intricate designs. The cost of making these figures is low, but companies usually make back their money by encouraging customers to buy more than one set so they can get the items they want. Because there's a good chance you'll find multiple sets available, there's also a secondary market for buying, selling and trading, which helps customers find the figures they want. Brands and collections are also a popular choice for online unboxing videos because customers don't know what's in each package, even if they've bought the full set. Unless a particular item is rare, customers can't be sure what they'll get.

Many companies make their own blind-box collections featuring original characters. But there are just as many franchises, brands, and lots of licensed products too.

Sites like Kikagoods, Blind Box Empire, and SugoiMart focus on selling blind boxes, often from East Asian brands.

Demengtoy, on the other hand, makes custom blind-bag products for these sites or artists.