Is Unboxing Culture Just Gambling in Disguise?
From YouTube Sensation to TikTok Obsession
Unboxing videos have come a long way since the heyday of YouTube. Channels like Ryan’s World and FunToyzCollector dominated the platform, making content out of unboxing blind-boxes on family channels aimed towards kids. The trend has moved to TikTok, and now adults are tearing into mystery boxes, hoping for a rare find worth bragging about.
We’ve been hooked on the thrill of watching strangers unwrap the unknown for years. But is it as innocent as it seems?
Labub-who?
The latest craze to take over the online world comes in the form of Labubu dolls. So what are they?
Created by Pop Mart, these plush creatures — toothy and chaotic — are divisive by design. Love them or loathe them, people are queuing up for them.
They retail for €15, but rarer versions range into the thousands. They’ve garnered celebrity endorsement from Dua Lipa, Rihanna and Kim Kardashian — but while the rich have money to play with on a gamble, the average person doesn’t.
Sonny Angels & Tokidoki: Same Formula, Cuter Packaging
It’s not just Labubu. Sonny Angels, Monchichi and Tokidoki Unicorno are part of the same blind-box ecosystem — small, collectable figures that have been adorning people’s phones, table edges and drinks.
For €15 a pop, they’re no cheap spend — but we have to admit, they’re infinitely cuter than their Labubu counterparts. TikTok trinket creator Amy Stockwell (Amz) highlights some of the more wholesome blind-boxes available. But cute packaging is leveraged to pull in consumers, playing on the dopamine cycle to keep them returning for more.
TikToker Vanillamace raked up 1.1 million views on her Tokidoki unboxing video, with the top comment cutting straight to the chase:
“Queen don’t EVER get into gambling 🥀.”
Surprise & Scarcity = Internet Sensation
To retain popularity, these toys rely on the loot box formula (buyers don’t know what’s inside until they open it). They might get a duplicate of one they already own, or find something completely rare — the elements of scarcity and surprise fuel the frenzy. When supply is intentionally limited, the stakes feel higher.
In the UK, Labubu releases have caused such hysteria that stores were forced to temporarily halt sales due to crowd-control concerns.
This isn’t just smart marketing. It’s behavioural psychology in action.
Innocent Obsession or Gateway to Gambling?
Buying a Tokidoki figure isn’t quite the same as walking into a casino, but the mechanics behind it — encouraging repeat purchases through limited supply and the chance of a reward — mirror the psychology behind gambling.
A 2024 study conducted by the Gambling Regulator of Ireland found that almost two-in-three adults reported betting before the age of 18, with loot boxes in video games accounting for one of the most prevalent forms of childhood betting in under-40s.
Final Thoughts
Labubu dolls, Sonny Angels, and Tokidokis are more than just cute (or mildly ugly) toys. They’re cultural phenomena — experiences wrapped in plastic and marketed to the masses.
In a world where gambling is becoming increasingly normalised in childhood through fun-sized fads, maybe it’s time we look at these trends through a critical lens and evaluate the reality before buying into the fun.
It brings up a new way of thinking about the potential impact that dopamine-led strategies can have on society. In a world of endless choice and short attention spans, conscious marketing is more important than ever. And in a society seeking connection, smaller-scale, personal and considered marketing could just be the way to go.