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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)
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