Blind boxes have become a hot commodity for Gen Z and Gen Alpha consumers. With strategic packaging that keeps product contents hidden, blind boxes are designed to pique consumers’ curiosity and delight them with exclusive products — often featuring popular IP from brands like Disney and Sanrio. Global lifestyle brand Miniso has capitalized on this trend by partnering with some of the most popular IP owners to expand its blind box offering and encourage shoppers to #UnboxMagicalMoments on social media. The retailer has sold more than 20 million blind boxes globally in 2023 and has embarked on a significant effort to drive demand: Blind Box Carnival, a two-month long campaign that is bringing unique unboxing moments to Miniso stores worldwide.
So far, Blind Box Carnival has made the following stops: Capsule Toys
Miniso plans to bring the Blind Box Carnival to Canada and Vietnam over the next month. “The Blind Box Carnival is the perfect celebration of MINISO’s belief that life is for fun,” said Robin Liu, Vice President and Chief Marketing Officer of Miniso Group in a statement. “We are grateful to all the shoppers who have engaged with the campaign so far and helped to spread the joy of blind box shopping. While blind boxes is still an emerging category in many overseas markets, we have seen great enthusiasm and strong sales in the markets where we have introduced them. We have great confidence in this strategic category and look forward to bringing blind boxes to even wider audiences in the coming year.”
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