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the Disney movie Tangled. “As a big will motivate people to keep repeating
fan of Disney, I was so excited about the activity. We call this positive rein-
the series,” she says. forcement in psychology,” she says.
“I am expecting more collabora- Shen points out that the mystery
tion with other brands in the future, packaging brings customers extra joy.
I am expecting more and I will surely buy blind boxes of my “You can think of blind box as a pack-
collaboration with favourite characters,” Dong says. aging strategy that has another layer
of fun. You get to guess what’s in it,”
Blind box buyers are likely to pur-
other brands in the chase the same series over and over she says.
until they get their desired piece. “I
“Imagine if all Christmas gifts are
future, and I will bought the same blind box five times. wrapped in transparent paper, that
After getting Jasmine, Moana, Tiana will kill the fun. You still get the gift,
surely buy blind and Mulan, I finally got the Rapunzel but you do not get the fun,” Shen adds.
boxes of my favour- figurine in the Disney princess series,”
Dong says.
Shen Luxi, assistant professor of
ite characters. the Department of Marketing at the
Chinese University of Hong Kong, ex-
plains blind box’s marketing mecha- Edited by Bonita W ong
Edited by Bonita Wong
nism with consumer psychology.
Sub-edited by
“Blind boxes give people a taste of Sub-edited by
satisfaction and curiosity. And that Agnes Lam
Agnes Lam
ing blind bo
x t
s.
y
o
A gir
A girl picking blind box toys.
k
l pic
A Molly series.
A Molly series.
(Pho t o c ourt esy of Wint er Liu Tian yu)
(Photo courtesy of Winter Liu Tianyu)
