Blind boxes those small, sealed packages that hide a mystery toy or collectible inside, have become a global phenomenon, captivating both kids and adults alike. You don’t know what’s inside until you open it, which adds a layer of surprise, excitement, and even addiction for some collectors.
Found in toy stores, online shops, vending machines, and even lifestyle boutiques, blind boxes have transformed the way people collect items, turning it into an experience of chance and anticipation.
But who actually started this trend? To understand the origins of blind boxes, we have to look back to where the culture of mystery collectibles began, a story that leads us straight to Japan, and later, to the world of designer toys, pop culture, and viral unboxing moments.
The Origin of Blind Boxes
The blind box concept traces its roots back to Japan in the late 1980s and early 1990s, with the rise of gashapon (also spelled gachapon) capsule toys sold in vending machines.
These machines dispensed random toys inside plastic eggs, sparking a collecting craze across all age groups. Japanese companies like Bandai and Takara Tomy popularized the format, especially by licensing anime, manga, and video game characters.
While gashapon machines offered random toys, the blind box format toys in sealed boxes sold in stores evolved as a retail version of the same mystery principle. This packaging strategy created excitement and collectibility, much like trading cards or surprise chocolate eggs.
Who Commercialized the Blind Box Concept?
While Japan originated the concept, several companies helped bring blind boxes to the Western market:
- Kidrobot (USA) – One of the earliest to popularize blind box vinyl art toys in the West during the early 2000s, especially with their Dunny and Munny figures.
- Tokidoki – Known for its cute and edgy art style, this brand used blind box packaging to drive repeat purchases and collector engagement.
- Funko – Best known for its Pop! Vinyl figures, Funko adopted the blind box model for series like Mystery Minis, helping it become mainstream in North America and Europe.
Also Read: 5 Reason Why Blind Boxes Are So Popular
Why Blind Boxes Became a Trend
Blind boxes tap into surprise psychology, where the mystery element creates emotional anticipation and dopamine spikes. For collectors, the idea of “chasing” rare items or completing a full set adds to the appeal. For brands and retailers, it increases repeat sales.
Social media, especially platforms like YouTube and TikTok, further amplified the trend through unboxing videos, haul reveals, and collector communities. Today, blind boxes range from cute mascots and designer toys to K-pop merch and even beauty products.
Final Thoughts
So, who started blind boxes? The short answer is: Japanese toy makers pioneered the concept with gashapon, which later evolved into blind box packaging. Companies like Kidrobot and Funko helped globalize the format. What started as a fun gimmick is now a cultural and commercial staple in the toy and collectibles world.
Whether you’re chasing a rare figure or simply love the thrill of surprise, blind boxes continue to delight fans worldwide and their origin story is just as fascinating as what’s inside each box.
Looking to experience the thrill of unboxing your very own mystery item? Switts offers a unique collection of blind boxes that blend fun, surprise, and creativity, perfect for personal enjoyment or as a memorable gift.
From quirky collectibles to charming lifestyle items, every Switts blind box is thoughtfully curated to spark joy the moment it’s opened. Whether you’re a first-timer or a seasoned collector, Switts makes every reveal feel special.
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