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Eugene Y. Chan, Associate Professor of Marketing, Toronto Metropolitan University

Blind box toys are booming: Are they just child’s play or something more concerning?

Collectible figurines on display at Pop Mart in Ivano-Frankivsk, Ukraine, on April 29, 2025. (Shutterstock)

If you’ve seen videos of people tearing into tiny toy packages online, or noticed teens obsessing over pastel-coloured figurines at the mall, you’ve probably encountered the global craze for blind box toys.

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