South Africans are increasingly willing to buy toys without knowing exactly what is inside.
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Toys R Us South Africa says it has sold more than 41,500 blind collectibles since the start of its financial year in March – the equivalent of around 240 products a day across its stores and online channels.
The category, which includes blind boxes, eggs, capsules and other surprise formats, is gaining momentum among consumers of different ages.
Blind-box sales alone are now more than 10 times higher than during the comparable period last year, while the broader collectible category has grown by nearly 20% year-on-year.
More than 4,400 blind boxes have been sold since March, or around 26 a day.
For retailers, the figures point to a growing consumer appetite for a format built around surprise, scarcity and the experience of collecting.
More than one viral character
The global blind-box boom has been closely associated with Pop Mart and the popularity of characters such as Labubu. But Toys R Us says its local sales suggest the trend extends well beyond a single character or viral phenomenon.
“What we're seeing isn't about one brand or one character,” says Catherine Jacoby, marketing manager at Toys R Us South Africa.
“There is something about the combination of collecting, surprise and discovery that consumers really respond to.”
Ranges attracting local buyers include Mini Brands, Rainbocorns, Squishmallows, 5 Surprise, Miniverse, Pets Alive, L.O.L. Surprise and Pop Mart.
“We're seeing consumers buying into collecting itself,” Jacoby says.
That distinction could be important for the longevity of the category. While individual characters may move in and out of fashion, the behaviour behind the purchase – hunting for rare items, completing collections and sharing discoveries – has the potential to sustain demand across multiple brands.
Selling the surprise
Blind collectibles challenge one of the traditional assumptions of retail: that consumers want to know precisely what they are buying.
The contents are concealed until the product is opened, with buyers receiving one item from a wider collection. Some products include rarer or limited-edition items, encouraging repeat purchases from consumers hoping to complete a set or find a particular character.
“The thrill is that you don't know exactly what you're going to get, and that anticipation has become part of the experience,” says Jacoby.
“There's an emotional journey built into a very small product, which turns a purchase into a reveal. You choose it, you wonder what's inside, and then you have that moment of discovery.”
In this model, the product is only part of what the consumer is buying. The anticipation before opening it and the reveal afterwards have become part of the value proposition.
Social media turns unboxing into entertainment
The rise of social media has added another layer to the category's growth.
Unboxing videos have become a content format in their own right, with collectors sharing reveals, rare finds, collections and duplicate swaps across platforms such as TikTok and Instagram.
“Opening the toy has become the entertainment, with social media adding another dimension,” says Jacoby.
“The experience doesn't necessarily end when somebody buys the product anymore. Opening it can become something they film, share and talk about, and then someone else sees that reveal and wants to experience it themselves.”
For brands and retailers, that creates a potentially valuable cycle. A physical retail purchase can generate digital content, which creates further visibility and, potentially, drives more consumers back into stores.
The product and the content surrounding it are becoming increasingly interconnected.
The rise of the 'kidult' consumer
Another factor behind the growth of collectibles is the expanding market for adults buying toys for themselves.
The so-called “kidult” consumer has blurred the boundaries between traditional toys, nostalgia, fashion, design and fandom. For retailers, collectibles offer a way to appeal to a broader demographic than the traditional children's toy market.
“Adults don't suddenly stop enjoying discovery or collecting because they've reached a certain age,” says Jacoby.
“What has changed is that it's become far more culturally acceptable for adults to participate openly in toy and collectible culture.”
The appeal also differs across age groups. Younger consumers may be drawn to play and surprise, while teenagers and adults may be motivated by nostalgia, design, fandom or the challenge of completing a collection.
Collectibles are particularly suited to this crossover because they are generally small, displayable and often linked to recognisable characters and cultural trends.
A growing retail opportunity
Toys R Us currently carries more than 30 collectible brands and ranges, including exclusive products, as retailers respond to growing demand for the category.
“The breadth of our sales is perhaps the strongest indication that blind collecting is bigger than any single internet craze,” says Jacoby.
“We have more than 30 collectible brands and ranges in our stores, including many exclusives that have sold thousands this year.”
For the toy retail sector, the opportunity lies in the combination of repeat purchasing and consumer engagement. Unlike a traditional toy purchase, collectibles can encourage customers to return as they search for particular items or attempt to complete a set.
“The underlying behaviour of collecting, trading, hunting for rare finds and sharing the reveal has much greater staying power than a viral moment,” Jacoby says.
“Trends inevitably come and go, but what we have seen over the past three years suggests collecting itself has longevity.”
With more than 41,500 blind collectibles sold in less than six months, the mystery may be paying off for retailers.
For a growing number of South African consumers, it appears that not knowing exactly what is in the box is becoming part of the reason to buy it.
