The Enduring Popularity of Surprise Toys: What Sparked This Trend?

Surprise toys are here to stay, but what ignited this phenomenon? In this exploration, we delve into the history and allure of surprise toys. Once upon a time, toys were simply for playing and not just for unwrapping. Are these mystery toys a source of joy or a sign of something more troubling?

The Nostalgic Toybox

Those of us who are now parents—often referred to as geriatric millennials—fondly remember our childhood obsessions with iconic toys like Barbie dolls and Teddy Ruxpins. Our nostalgia compels us to reflect on the beloved toys of the ’80s and ’90s, examining why they captivated us and how they have evolved. To gain insight, we consulted toy expert Clara Thompson, who has dedicated her career to understanding parenting and toys. Throughout the week, we’ll be revisiting the toys that shaped our childhoods.

You might think that after two decades of covering the toy industry, I would pinpoint the exact moment surprise toys became a mainstream category at retailers like Target. Was it the debut of Hatchimals in 2016? Or perhaps the explosion of LOL Surprise! toys the following year? However, if you think back to your own childhood, you’ll remember that the thrill of unwrapping has always existed. In recent years, though, fueled by the rise of YouTube unboxing videos, the toy industry has embraced the element of surprise as the pinnacle of playtime excitement.

Reflecting on Our Childhood Experiences

In our youth, collecting My Little Pony characters was a joy, but there was always a specific character we desired—like Minty, right? The anticipation of unwrapping was delightful, but we were always hoping it was the right pony. The closest thing we had to surprise toys were Cabbage Patch Dolls, which were unique and unpredictable. We cherished the thrill of discovering which doll we got, but our desires were typically for specific toys.

During the ’90s and early 2000s, we were all about specific toys. We craved the exact Hungry Hungry Hippos game or the Easy-Bake Oven. Our excitement came from the certainty of knowing exactly what we wanted, unlike today’s children with their blind-bag surprises.

A New Era of Mystery Toys for Our Kids

In contrast, today’s kids are comfortable with the blind-bag concept. They eagerly unwrap presents, not knowing if they’ll find a beloved pony, LEGO figure, or superhero inside. As parents, we often have no idea what’s inside the packages we hand over. You might give an LOL Surprise! egg, and the mystery of its contents is part of the fun. Spoiler alert: sometimes they’re less than stellar toys, but reviews often start with, “My child adores…”

This trend carries the potential for a positive lesson: learning to accept what you get. However, it also leads us to purchase multiple $5 blind bags in hopes of finding that elusive “ultra-rare” figurine, almost training our kids to think of this as a lottery-like experience. It’s a stark contrast to our childhood, where we simply wanted a specific toy.

YouTube’s Impact on the Toy Industry

The launch of Ryan’s World in 2015 marks a significant moment in the unboxing craze. Children now find entertainment in watching others open toys on YouTube, which has become a major trend. These videos celebrate the surprise and joy of unwrapping something new.

Today’s kids don’t just watch cartoons and toy commercials; they engage with unboxing videos that teach them how to express excitement when unveiling a mystery gift. There are countless videos of children reacting joyfully as they open toys. The toy industry has even begun to produce its own unboxing content, hoping to replicate the success of channels like Ryan’s World.

The Unboxing Phenomenon Is Here to Stay

Just as our parents likely disapproved of the toy commercials of our youth, we might feel the same about our kids glued to unboxing videos. Each generation finds their toy obsessions through various means—be it toy-store displays, catalogs, TV, or the internet. It’s worth noting that unboxing videos provide little educational value and primarily promote consumerism. However, traditional commercials and catalogs do the same.

Even if kids aren’t actively watching YouTube, they will encounter surprise toys everywhere. While classic toys like LEGO sets and Squishmallows continue to be popular, items like the Magic Mixies Magic Cauldron, which relies on the element of surprise, are also in demand.

Most surprise toys are designed for play after the unboxing. The question remains: do kids actually play with their collections, or is the thrill in acquiring them? Perhaps it’s a mix of both.

Ultimately, surprise toys are part of a longstanding tradition of children enjoying the suspense of unwrapping gifts. Parents and grandparents are happy to provide that excitement, hoping their children also discover the joy of imaginative play with their newfound treasures.

DIY Mystery Boxes

If you’re feeling crafty, consider making your own mystery boxes! Here’s a simple guide:

Materials Needed: Cardboard box, construction paper, scissors, hot glue, paper, small cup, markers, and tape dispenser (without tape).
Instructions: Cover the box in construction paper, leaving one side uncovered. Cut a rectangle in the box and trace it on paper to create a flap. Attach a paper cup to this flap and glue it to the box. Create a paper tube for a tape dispenser and decorate the box as desired.

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In summary, surprise toys have become a phenomenon that intertwines nostalgia, the thrill of the unknown, and modern technology. While they offer excitement and joy, they also spark discussions about consumerism and the changing nature of play.