2025-08-19 00:00:19.286

Jess, a 28-year-old from Ireland, never gambled until she discovered blind boxes—mystery collectibles sold in opaque packaging. Her initial purchases of Labubu dolls, fueled by TikTok trends, quickly spiraled into a $270-a-week habit. She describes the highs and lows of opening boxes as similar to gambling, the thrill of obtaining a desired item outweighing the buyer's remorse of duplicates. This addictive behavior is echoed by others, including Dana Nguyen, who spent $4,000 on Labubu dolls this year, and Eddie, a 34-year-old cashier who spent $400 in a single month. The appeal extends beyond the thrill of the mystery; the social aspect, the drive to complete sets, and the scarcity marketing tactics employed by companies like Pop Mart, further fuel this addictive consumption. Social media platforms like TikTok and Whatnot exacerbate the problem, creating a sense of community and encouraging impulsive buying. Experts like Cary Lee, a marketing specialist, highlight the psychological mechanisms at play, emphasizing the intrinsic emotional incentives of collecting and the powerful impact of scarcity marketing. Concerns are rising about the potential for harm, especially given the prevalence of blind box toys marketed towards children and the similarities to gambling. While some argue that collecting is harmless, the financial and emotional toll on many individuals raises serious questions about the need for regulation and consumer awareness. The article concludes with a call for greater warnings and potentially stricter regulations to protect vulnerable consumers.