Blind Boxes in PH: Behind The Hype, Plus What Kids Can Learn

Surprise boxes, also called blind boxes, are nothing new. They originated in Japan in the 1980s as small, surprise-filled collectibles. The concept is simple: You pay a fixed price for a sealed bag or box, and you don't know what's inside until you open it.

For 'Batang '90s', this isn't unfamiliar—we had lucky eggs, mystery grab bags, and even surprise toys inside snack packs that kept us on our toes. Today, blind boxes have evolved into a booming industry among Generation Z and Generation Alpha, fueled by social media, influencer hype, and the thrill of collecting and unboxing them. But as fun as they are, they also raise concerns for parents.

^{Collectibles from Pop Mart} 

The Rise of Blind Boxes In The Philippines

Surprise boxes have become increasingly popular among Pinoy kids with the first POP MART store opening in the Philippines last year. Jollibee joined in on this trend and launched its very own Sanrio Characters Wonder Wheel Blind Box Collection this month. For every purchase of a Jollibee Kids Meal, you get a surprise box containing one of the popular Sanrio characters, including Hello Kitty, Kuromi, My Melody, Cinamoroll, Pompompurin, and Pochacco.

In a Facebook group whose members collect toys from popular restaurants, parents frequently post about their hauls and the toys they want to swap. Some parents even buy six Jollibee Kids Meal at once to increase their chances of collecting them all!

The Blind Box Craze: More Than Just For Kids

Handling disappointment and patience

Riyalyn Grace Pasimio, mom of one and a Smart Parenting contributing writer, joined the craze. She shared that she bought five Jollibee Kids Meal, and was surprised to find five Hello Kitty toys inside. She's happy with the toy's quality, and with Jollibee joining the blind boxes hype. 

"It teaches kids and adults about how to deal with disappointment. Syempre, blind box, may expectation ang bata. Kapag hindi gusto ang natanggap, nakakaramdam yung iba ng frustration and disappointment. Pero wala na siyang magagawa kung hindi tanggapin ang nakuha niya," she said.

The joy of surprise and simple pleasures

A 2023 study published in the Journal of Retailing and Consumer Services found that hedonic benefits—the pleasure or enjoyment derived from an activity—positively influence customer delight. This means that the thrill of discovering what's inside the box can make both kids and adults feel excited, happy, and eager to buy more.  

Yen Sawit, mom of one and owner of YBY MNL, shared that blind boxes appeal to both kids and adults. Her online store sells blind boxes from Thailand, including Baby Three and Labubu. She explained why her customers are drawn to them, "Most of our clients say they are healing their inner child. There's also excitement and eagerness to get the Secret Edition, which has a rarity ratio of 1:72."

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Teaching kids to handle disappointment from blind boxes

While there's no end in sight for the blind box craze, here are some tips for parents on how you can handle your child's disappointment when they don't get the toy they hoped for:  

1. Allow your child to experience disappointment.

While it's tempting for parents to shield our children from this emotion, experts say letting them feel and process it firsthand is okay. Psychologist Dr. Becky Lennox said, "The reality is life is full of disappointments, and the sooner your child learns how to cope with them, the better." While it may be easier to comfort them by buying another blind box, doing so may do more harm than good in the long run.

2. Listen and validate their feelings.

Child Mind Institute emphasizes the importance of listening and acknowledging a child's frustration and disappointment instead of brushing it off. Let them know you hear them and are proud of how they are handling the situation at hand.

3. Model resilient behavior.

As parents, we should show our kids how we handle disappointments. Be authentic in your reactions, but also show them how to cope healthily. Let them see how you develop creative solutions and manage setbacks so they can learn by example.

Affordable blind boxes for kids 

If your child wants to join the blind box craze, here are some options available in the Philippines:

1. Smiski Toilet Series (at Php 499)

Smiski are curious creatures that love to hide. See them glow at night. There are six kinds to collect in this Toilet Series, and may contain a Secret one.

Buy it on Fully Booked

2. Dimoo Retro Series Figures (at Php 659)

This is among the popular blind boxes offered by Pop Mart. Recommended for kids ages three and up, there are 15 super stylized vinyl figurines to collect.

Buy it on Pop Mart or Toy Kingdom

3. Disney Cat Surprise Box Figures (at Php 499)

This collection is available in Miniso and it features adorable cat-themed designs, perfect for Disney and pet lovers.  

Buy it on Miniso

4. Funko Bitty Pop! Singles Minions Mini Collectibles (at Php 199)

For fans of the movie Despicable Me, this tiny Minion blind box will be a sure hit. Look for Kevin, Bob, or Stuart in this Bitty Pop!, which is the tiny version of the Pops! collection.

Buy it on Toy Kingdom or on Shopee

5. Zaini Italy Egg Surprise Milk Chocolate (at Php 199)

A pack contains three milk chocolate eggs with surprise toys inside. Variants available are Cocomelon, Minnie Mouse, Shimmer and Shine, Robocar, and Disney classics.

Blind boxes are more than just a trend—they tap into the excitement of surprise and the joy of collecting, making them a hit among kids and adults. While they can bring fun and anticipation, they also present valuable lessons about patience, managing expectations, and handling disappointment. As parents, guiding our children through these emotions can turn every blind box experience into a teachable moment.

What are your child's favorite blind boxes? Share them in the comments section.